PENGARUH KUALITAS PRODUK DAN PENGEMBANGAN PRODUK TERHADAP KINERJA PEMASARAN INDUSTRI KERAJINAN KECIL ROTAN DI KECAMATAN RUMBAI PESISIR

Abstract

Rattan handicraft industry in Rumbai Pesisir, Pekanbaru is the family economic sectors that have potential to grow, given the needs of the community, both domestic and abroad. With the highly expected, so rattan craft businesses can improve their business and marketing performance products. But in recent years, found a decrease in the number of entrepreneurs rattan resulting inability to retain and win business competition rattan industry in Pekanbaru. This has become attractive to the research institute, and to determine and analyze the influence of the product quality and product development to marketing performance. The research method used was survey approach. Based on statistical test of correlation coefficient using SPSS program found no significant effect of product quality and product development to marketing performance. This means that employers are relatively low on the craft aspect of product quality and product development are expected to improve quality product changes that marketing performance marketing handicraft products can be improved.