Effect of Product Differentiation Implementation on Marketing Performance on Apparel Industry in Bandung City

Abstract

The apparel industry which sub-sector of Textile and Textile Product (TTP) industry and a contributor to national economy growth is experiencing the crisis because of the complexity and tough competition of an apparel import product.The apparel import product take widely the local market share in Bandung City, therefore more the apparel producer stop the production.Several of apparel industry applied the product differentiation to face the compatition.To undestand the influence of product differentiation to marketing performance of apparel industry in Bandung City need to conduct the investigation.Data used are primery and secondary data.The primery data are collected through the questionary and deep interview, meanwhile the secondary data are collected of internal and external literature and documentation of firm.The statistical method used to test the conceptual hypothesis are multiple linear regression and classical asumption test.The results show that generally the apparel industry in Bandung City applied the product differentiation strategy through form design, feature, quality, durability, style and repairability in reaching the competited excellences when maturity phase of product.The applied product differentiation strategy is influenced to marketing performance of apparel industry in Bandung City as follows: 1) Known that partially; form differentiation, feature, quality, durability, style and repairability are influenced significantly to marketing performance of apparel industry in Bandung City.2) Known that all independent variables of product differentiation strategy as well as the form, feature, quality, durability, style and repairability as total differentiation attribute of supplied apparel product are influenced significantly to marketing performance of apparel industry in Bandung City.

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