MEMBANGUN KINERJA PEMASARAN MELALUI KLONING PRODUK BERBASIS PESANAN PADA INDUSTRI KECIL LOGAM DI KABUPATEN TEGAL

This study is aimed at testing 1) The influence of organizational learning on
marketing performance. 2) The influence of organizational learning on
organizational capabilities. 3) The influence of organizational capabilities on
competitive advantage. 4) Effect of competitive advantage on marketing
performance. 5) The significance of the order-based product cloning capability
variable mediates the effect of organizational learning on marketing performance.
6) The significance of the order-based product cloning capability variable mediates
the effect of organizational capabilities on competitive advantage.

The population of this study is all 2688 business units of the small industry in metal at Tegal Region used job orders of marketing system with 270 respondents as the samples taking by using Slovin formula.

By using SEM (Structural Equation Modelling) analysis tool with AMOS 22 program, the study results reveal that 5 (six) proposed hypotheses are accepted.

Keywords : Organizational learning, Organizational capabilities, Marketing performance, Competitive advantage, The order-based product cloning capability