The Effect of Performance & Conformance Innovation Towards Product Life Cycle Through Customer Relationship Management

Abstract

The research on The Effect of Performance Innovation,Conformance Innovation with the mediation of Customer Relationship Management (CRM) toward Product Life Cycle (PLC) on Batik Madura SMEs is intended to analyze the linkage of those research variables. The research population is all Batik Madura SMEsat Madura Island. The sampling technique uses a proportional sampling technique in 4 (four) districts on Madura Island, namely, Sumenep, Pamekasan, Sampang, and Bangkalan District as many as 200 respondents. While the analysis technique uses Partial Least Square. Based on the results of primary data analysis, it was revealed that both performance and conformance innovation significantly affect the product life cycle and also mediate the effect of Customer Relationship Management (CRM) toward the product life cycle. However, customer relationship management does not affect directly the product life cycle. Of course, it is necessary to synergizethose innovationsto extend the product life cycle of Madura Batik.