The Influence of Competitive Advantage and Product Innovation on Marketing Performance on Tegalan Batik Business in Tegal Regency

This study aims to examine the influence of competitive advantage and product innovation on marketing performance on batik business in Tegal regency and which variable is the greater the effect. The hypothesis to be tested is to analyze empirically the influence of competitive advantage and product innovation on marketing performance on batik tegalan business in Tegal regency. The sample in this research was all tegalan batik craftsmen in Bengle village of Tegal regency. Total population to be samples was 85 tegalan batik craftsmen. Data analysis used Spearman rank correlation formula and multiple linear regression. The result of statistical test showed that partially product innovation has a positive effect on marketing performance equal to 67.7% and competitive advantage has positive effectono marketing performance equal to 68.5%. Then the test result simultaneously indicated that product innovation and competitive advantage variables have influence of 77.7% on marketing performance. However, the variable of competitive advantage was the most influencer on marketing performance equal to 68.5%. Result of coefficient determination test showed the amount of marketing performance that can be explained by the variable of product innovation and competitive advantage of 60.4% and the remaining as much as 39.4% was influenced by other unexplainable factors.


INTRODUCTION Background
Batik and Indonesia are already a unity.It is a characteristic that the Indonesian nation is very famous for the production of batik cloth with various shades and colors and motifs that are very rich.Batik is one of the unique archipelago heritages.Its uniqueness is shown by various motifs that have its own meaning (Asti and Arini, 2011).
Currently, dressed batik is not like in ancient times that must follow the rules of use.Batik becomes free in creation in any form.Batik can be used as clothing that is used every day or on the go wherever.When we see batik in the present and then look at batik in the past, looks a lot of difference.
The Indonesian government must go through a long process and got results on October 2nd, 2009, UNESCO confirmed Indonesian batik as global cultural heritage that took place in France.Affirmed in the eyes of the world legitimize batik as one of Indonesia's cultural heritage.
The development of tegalan batik is very dependent on the order that comes and sales around Tegal.This becomes a classic problem that needs to solve the problem from various parties, especially Tegal regency government.marketing performance in Tegal regency.2. To test and analyze empirically the variable with greater impact between product innovation and competitive advantage on batik performance marketing in Tegal regency.

Research Function
The result of this research is product innovation and competitive advantage which is expected on tegalan batik craftsmen performance in Tegal regency in the future.The result of this study is expected to be useful: 1.For consumer society and Tegal regency government, this research is expected to provide information about product innovation and competitive advantage related to marketing performance of tegalan batik craftsmen.2. The researcher can provide additional references to further similar studies.

LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT Etymology, History, and Development of Indonesian Batik
According to Hanggopuro (2002, 1-2) in Asa (2006) is in the book of Bathik as the Cloth of Order and the Guide contains about the earlier writers using the term batik which is not actually written with the word "Batik" but it should be "Bathik".This refers to the Javanese letter "tha" not "ta" and the use of batik as the sequence of points is less precise or said wrong.Based on the etymology is actually batik identically is associated with a technique (process) from the start of the motive drawing to pelorodan.One of the characteristic of batik is how to draw the motif on the fabric is through the process of pemalaman that is scraping the wax fluid placed on a container named canting and stamp.Both Yamin and Wirjosuparta argued that batik in Indonesia has existed since the time of Srivijaya, China in the time of the Sung or T'ang dynasty (7th-9th centuries).The cities producing batik are: Pekalongan, Solo, Yogyakarta, Lasem, Banyumas, Purbalingga, Surakarta, Cirebon, Tasikmalaya, Tulungagung, Ponorogo, Jakarta, Tegal, Indramayu, Ciamis, Garut, Kebumen, Purworejo, Klaten, Boyolali, Sidoarjo, Mojokerto, Gresik, Kudus, and Wonogiri (Widodo, 1983: 2-3).
In the process of batik there are generally three stages that include: 1. Drawing motifs on mori cloth by closing unwanted portions of color with malam (wax), and by canting tool.2. Dyeing with cold dye according to the desired motif.3. Pelorodan that is removing the malam (wax) with boiling water, so it will look the motive and color as planned.Based on these stages, often textile or batik design is defined as a physical form of the appearance of the motive and color alone.According to Wulandari (2011: 113), motive is a design pattern of an image so that in it there is the meaning of the picture, the meaning of the sign or symbol can be revealed.

Product Innovation
The definition of product innovation by Crawford & De Benedetto (2000: 9) that product innovation is "Innovation that is used in the overall operations of a company where a new product is created and marketed, including innovation in all functional processes/usability".
Product innovation is defined as a breakthrough related to the creation of new products (Wahyono, 2002: 28-29).There are three indicators used to measure product innovation in this research, namely: 1. Culture of product innovation is a culture of innovation in the company to always create new products.2. Technical innovation is an innovation in the company's process of producing new products.3. Product innovation is the company's ability to produce new products according to customer's wishes.

Competitive Advantage
Competitive advantage is the result of strategy implementation utilizing various resources owned by company (Bharadwaj, et al. in Dewi, 2005: 133).While, according to Porter (1994) in Suparyadi (2003: 146) "competitive advantage cannot be understood by looking at a company as a whole, but must be from the origin of competitive advantage, that is different activities done by the company in designing, producing, submitting, and supporting its products.
According to Barney and Wright (1998) cited by Harjanti (2004: 48), there are four conditions that must be met before a resource can be called a source of sustainable competitive advantage: 1.It is a valuable company resource, especially in relation to the ability to take advantage of opportunities or neutralize threats from the corporate environment.2. Relatively difficult to develop, so it becomes scarce in a competitive environment.3. Very difficult to imitate.4. Cannot be easily replaced or substituted by other significant products.

Marketing Performance
Ferdinand (2000: 23) stated that marketing performance is a factor that is often used to measure the impact of a company's strategy.The company's strategy is always directed to produce good marketing performance (such as sales volume and sales growth rate) as well as good financial performance.Furthermore, Ferdinand also stated that good marketing performance is expressed in three major values, namely sales value, sales growth, and market share.
Attention to product quality has increased over the past few years.This happens because consumer complaints are increasingly focused on the poor quality of the product both on materials and workmanship.Although the quality of the product must absolutely exist, in its implementation this factor is a characteristic of product image that is the most difficult to elaborate (Sangadji & Sopiah, 2013: 189).
In research of Voss and Voss (2000: 69) suggested that marketing performance can be expressed by sales volume, sales growth rate, and customer growth rate.While, Zhou, et al. (2005) used sales growth, profitability, return of investment, and market share to measure marketing performance.Measures of marketing performance can be obtained through marketing function activity.This measurement is more rational than through accounting approach because it is directly related to the activity of the marketing function.
The results of research conducted by Li (2000: 313) found a positive influence between competitive advantage and performance measured through sales volume, profitability, market share, and return of investment.Competitive advantage can be obtained from the ability of company to process and utilize resources and capital it has.Companies that are able to create competitive advantage will have the power to compete with other companies because their products will remain in demand by customers.Thus, competitive advantage has a positive effect on improving the company's marketing performance.
Some of the indicators used in assessing marketing performance are sales volume, customer growth, and profitability.Sales volume is the sales volume of the company's products.Customer growth is the growth rate of company's customers.Profitability is the amount of profits earned by the company.

RESEARCH METHODS Data Collection Technique 1) Research Object
The object of research was all batik craftsmen in Tegal regency amounted to 85 craftsmen.

2) Population and Sample
The population studied was all batik craftsmen in Tegal regency which amounted to 85 people.Sampling technique used saturated sampling technique means that all population becomes sample (Arikunto 2013).
3) Data Source Data used in this research was primary data that was data obtained directly from source and secondary data that was data obtained indirectly from research object.This data was data collected and published by other parties officially.

4) Data Collection
Performed by the method of documentation was by way of questionnaire, interview, and retrieving necessary data from the records or reports of field survey results.

Research Instrument Testing Technique
Data processing with quantitative analysis through several stages: 1. Instrument Validity Test is used to test the validity of the instruments used.Tested on 30 non sample respondents.The correlation between the items and the total score of items calculated by the product moment correlation formula, while the product moment formula is as follows (Arikunto, 2013: 317): Reliability is the reliability level of the questionnaire.A reliable questionnaire is a questionnaire which, if tried repeatedly to the same group, will produce the same data with the assumption that there is no psychological change in the respondents.In this study, to find the reliability of the instrument used Alpha formula as follows (Arikunto, 2013: 239): To achieve the predetermined objectives, the analytical tool used as follows:

1) Rank Spearman Correlation Analysis
Rank Spearman correlation is used to find relationships or to test the significance of associative hypotheses.The formula used is as follows (Arikunto, 2010: 321): R 2 = Coeffecient of determintation K = Amount of independent variable N = Amount of sample Testing criteria: Ho : bj = 0, There is no mutual influence between independent variables on the dependent variable.H1 : bj ≠ 0, There is mutual influence between independent variables on the dependent variable.Ho is accepted if Fcount ≤ Ftable Ho is rejected if Fcount > Ftable

Coefficient of Determination
The coefficient of determination aims to determine the level of accuracy of the regression analysis also to determine the percentage of the changes of dependent variable (Y) caused by the independent variable (X).Adjusted-R 2 is obtained by the following formula (Gujarat, 2003in Ghozali, 2011: 97) Can be seen from the data that the highest level of education of respondents is high school graduates and most age range is 41-50 of 41.17%.

Instrument Validity Test
It was tested to 30 people outside the respondents first.The results of this test used the significance level of 0.05 and N = 30 then obtained r table of 0.361.From the above SPSS calculation table, Cronbach's alpha value of 0.770.Because the value of 0.770 > 0.60 then the instrument of performance marketing (Y) is said to be reliable.

Table 8. Reliability Test of Product Innovation Variable
From the above SPSS calculation table, Cronbach's alpha value of 0.670.Because the value of 0.670 > 0.60 then the instrument of product innovation (X1) is said to be reliable.

Cronbach's Alpha
Cronbach Based on Rank Spearman correlation calculation results obtained rs or rsxy value of 0.677.The value of rsxy of 0.677 then interpreted with r value interpretation table that is at the interval of 0.600 -0.799.That means the relationship of product innovation with marketing performance is strong and positive.Based on Rank Spearman correlation calculation results obtained rs or rsxy value of 0.685.The value of rsxy of 0.685 then interpreted with r value interpretation table that is at the interval of 0.600 -0.799.That means the relationship of product innovation with marketing performance is strong and positive.

Table 14 . Result of F Test Analysis
Competitive advantage currently owned by tegalan batik craftsmen is a motive that is always a large and wide patterned called big rengrengan.New motive is developed such as mushroom, keongan, galaran, ambringan, godong gedegede.This is the uniqueness and is not owned by batik from other regions.Big style is impressed bold as the character of Tegal people that are open and straightforward.