The Influence of Customer Relationship, Competitive Price and Competitive Advantage on Marketing Performance in Micro, Small and Medium Enterprises (MSMEs) of Batik in Jember

This study aims to test and analyze the influence of consumer relations, competitive prices and competitive advantages on the marketing performance of micro, small and medium enterprises (MSMEs) in Jember. The population in this study were all consumers who had ever bought batik at MSMEs in Jember Regency. The sample taken was using the Ferdinand formula which found results from 115 respondents. Then for the test, the researcher used instrument tests, multiple linear analysis, classical assumption tests, hypothesis tests and coefficients of determination. The results showed that consumer relations, competitive prices and competitive advantages had a positive and significant effect on the marketing performance of micro, small and medium enterprises (MSMEs) in Jember.