Competitive Advantage Through "Santri" Community in Improving Performance

Marketing competence is the ability and performance level of marketing that supports the achievement of corporate strategic goals. Such condition requires the company to be able to explore and develop sources of competitive advantage in order to survive. This study aims to examine the concept of competitive advantage in marketing to the performance of “kopiah” small enterprises in Gresik regency. This research is aimed as an alternative solution for the “kopiah” small emterprises in exploring the sources of competitive advantage in order to improve the performance of small and medium enterprises [SMEs] in Indonesia. The population in this study is the owner and the entire “kopiah” small enterprises employees in Gresik regency. The sample inthis study were employees, owners of “kopiah” small industry in Gresik regency as many as 100 people. Analytical techniques used in this study is Structural Equation Modeling [SEM]. Measurement technique using a variable interval scale, using the method of semantic differences [semantic differential scale]. The results showed that the sources of competitive advantage in marketing the positive significant effect on the performance of “kopiah” small enterprises in Gresik regency