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

DOI

10.2991/aebmr.k.200522.027How to use a DOI?

Keywords

business success, marketing mix strategy, based resources, creative industry

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.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sri Harini
AU  - Erni Yuningsih
AU  - Dwi Gemina
PY  - 2020
DA  - 2020/05/25
TI  - Enhancing Competitiveness of Creative Industry Strategy with Resource-Based Marketing Mix
BT  - Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019)
PB  - Atlantis Press
SP  - 132
EP  - 136
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200522.027
DO  - 10.2991/aebmr.k.200522.027
ID  - Harini2020
ER  -