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Top1. Introduction
The era of the free market that has been enacted as of December 31, 2015 the member countries of ASEAN or the ASEAN Economic Community includes Indonesia, Singapore, Malaysia, Philippines, Thailand, Vietnam, Brunei, Myanmar, Cambodia and Laos. It is very advantageous to trade with a potential total population of 625 million is a lucrative market for the targeted one of the creative industries, namely clothing or fashion Muslim (Damarwulan, Mumtazah, Farida, & Andriyansah, 2018).
Based on the data exporter Most serious Muslim dress in 2014 tops the rankings were Bangladesh amounted to USD 22 billion, ranking second is Turkey $ 14 billion and is ranked third in Indonesia amounted to USD 11.78 billion, it can be concluded that Indonesia has the potential to develop the fashion Muslim fashion by changing the existing marketing with offline to online, in addition to increasing the exhibition and fashion show in the member countries of ASEAN Economic Community (Farida, Naryoso, & Ardyan, 2017).
Data SMEs based on BPS in 2014 for apparel products export value experienced volatile in 2010 with the number of SMEs as much as 15 678 SMEs, in 2011 increased by 17, 117 and in 2012 showed a decrease of 15.008 SMEs and in 2013 increased as much as 27.541 and in 2014 decreased by 12.246 SMEs. Factors that affect the value of apparel exports among other factors internal and external that management run still traditional, the transaction is not smooth, given the relationship between business and the buyer only based on trust, production costs based on estimates, innovation is low so tend to do imitative as well as marketing constraints (Herning I, 2016).
Central Java is producing areas of food, beverage and textile largest in Indonesia, according to Department of Industry and Trade data of Central Java in 2014 showed that the number of Small and Medium Enterprises or SMEs apparel in 6 districts of the total of Pekalongan as many as 1041 SMEs, Kudus as many as 840 SMEs, Klaten as many as 475 SMEs, Semarang as many as 168 SMEs, Surakarta as many as 202 SMEs and Pemalang 234 SMEs (Hidayanti, Herman, & Farida, 2018).
Problems on SMEs that Muslim fashion apparel product produced are as follows 1) it is not optimal for the market, as innovation is low and tend to be imitative and marketing constraints on products. This is due to the constraints of traditional product is still generated so that it takes fashion products with innovation and marketing of products that need to be changed based on customer requirement so that it will be able to increase marketing performance UKM.2) Research gaps between Orientation Entrepreneurship / Entrepreneurial Orientation on Marketing Performance Findings from research of Oh, Yoo, and Park (2012) shows that the entrepreneurial orientation of the influential marketing performance significantly different from the findings of the research of Zomerdijk and Voss (2009) showed that the entrepreneurial orientation does not affect the performance of marketing so there are gaps and controversies between the research results of Oh et al. (2012) Madsen et al, 2007 with the results of Gupta & Pandit, 2012. Based on these results, the controversy formulated this study.
The purpose of this study is:
- 1.
Testing the sensing capabilities of competitors to an innovative product successful.
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Testing the sensing capabilities of competitors against entrepreneurship orientation.
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Testing the sensing capabilities of customers to successful innovative products.
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Testing the entrepreneurial orientation of the innovative products that successfully.
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Testing successful innovative products to the performance marketing.
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Testing the sensing capabilities of the customer to the performance marketing.
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Testing the entrepreneurial orientation on performance marketing.