Resilience Analysis of Creative Industries Marketing Performance Fashion Cluster in Depok City West Java, Indonesia

Abstract

The resilience of fashion cluster marketing performance in Depok West Java as an example of a successful solution to face the regional economic situation that is full of intense competition. The community of creative industry players in the fashion cluster is able to survive and even expand its business in the existing economic situation. Analysis of the role of stake holders needs to be done to see the impact of their respective roles on the marketing performance of MSME Cluster. By using Partial Least Square (PLS) will obtain analytical results from the full power of existing variables. The sample used for the study amounted to 70 respondents who consistently pursue this business for at least 2 (two) years. From the primary and secondary data collected, it is known that simultaneously, the marketing mix significantly influences the marketing performance of SMEs cluster creative industry clusters in this region, whereas partially only product variables significantly influence marketing performance, while price, promotion, and the distribution have no significant effect.