IMPLEMENTATION OF THE INTERNAL MARKETING MODEL AND EXPERT POWER AGAINST MARKETING PERFORMANCE
Study this about the internal marketing implementation model and expert power to performance marketing to industrial SMEs creative sector crafts in West Java. Objective study this is to know and analyze description as well as internal marketing influence consisting from the integrated internal communication and improvement plan with expert power against performance marketing to industrial SMEs creative sector crafts in West Java. Study this uses method descriptive and verification, as well type study this is "Explanatory Research". Subject study or the selected unit of analysis in study this is owner / manager of industrial Micro, Small and Medium Enterprises (MSMEs). Creative sector crafts in West Java. Amount population in study this is 520,235 SMEs and the sample that becomes respondent in study this customized to be 100 people from the total number of owners or MSME manager. Based on purposive sampling technique. Data analysis technique used in study this is analysis descriptive and equation models structural with partial least squares (PLS) method. Based on findings from results research that has been done, look that internal marketing and expert power which is influencing variables _ performance marketing have positive and significant influence, so _ prove that variables have real influence _ to enhance performance marketing especially in the SMEs industry creative sector craft West Java.
Internal Marketing, Expert Power, Marketing Performance, industrial SMEs Creative Sector Craft West Java.