Enhancing Competitiveness of Creative Industry Strategy with Resource-Based Marketing Mix

Harini, Sri and Yuningsih, Erni and Gemina, Dwi (2020) Enhancing Competitiveness of Creative Industry Strategy with Resource-Based Marketing Mix. Advances in Economics, Business and Management Research, 143. ISSN 2352-5428

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Abstract

Creative industries contribute to the creation of skilled employment and improvement of the Indonesian economy. This study aims to determine the marketing mix strategy and its effect on the success of creative industry businesses. The object of research of creative industry practitioners in Bogor is 100 respondents with proportional random sampling. The research uses descriptive design verification form. The instrument was tested with validity, reliability and classic assumptions. Data were analyzed by multiple regression, correlation test, determination test, and significance tests simultaneously and partially. The results showed that the creative industries have done a good marketing mix strategy ranging from products, prices, distribution and promotion. The marketing mix has a significant effect on the success of creative industry businesses. Products, prices, distribution and promotion have a significant effect on the success of creative industry businesses. Considering that prices have a negative effect on business success, the role of the government in maintaining the stability of prices of creative industry products is very much needed. No research has yet been found mixed in the marketing mix strategy and the success of the creative industries. Further research with the type and number of industries that are more numerous and varied as well as the addition of other variables as factors that influence the success of businesses is needed to maintain the survival and contribution of the creative industries to the development of the Indonesian economy.

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