Exploiting regio-centric product advantage to increase small and medium enterprises’ (SMEs) marketing performance

Abstract

This research aims to examine the role of regiocentric product advantage to improve SMEs marketing performance. The concept of regiocentric product advantage is proposed in this study as a variable that plays an important role in improving marketing performance. The research is also conducted because of the business phenomenon that is the decrease in the number of entrepreneurs and the number of workers in salted egg industry Brebes District, Central Java Province, Indonesia. The study has developed four hypotheses using data collected from 118 respondents of salted egg SMEs companies. The statistical analysis processed with AMOS 22 concludes that the research hypotheses are accepted. That is the product development capability with regiocentric product advantage, the regiocentric product image capability with regiocentric product advantage, the customer sensing quality with regiocentric product advantage and the regiocentric product advantage with marketing performance are correlated.