The Role of Customer Relationship Strategy, Innovation and Capability Strategic in Improving the Marketing Performance of Fashion SMEs in Jember

The aims of study were to determine the effect of customer relationship strategic (CRS), innovation strategic and capability strategic on competitive advantage and marketing performance in Batik SMEs in Jember. Populatin were owner and employee’s of Batik SMEs in Jember. Sample were 176 respondent. Analysis methode used Structural Equation Models. Result showed CRS had an effect on competitive advantage in Batik SMEs in Jember; 2) Innovation had an effect on the competitive advantage of Batik SMEs in Jember; 3) Strategy Capacity has no effect on the competitive advantage of Batik SMEs in Jember; 4) CRS has no effect on the marketing performance of Batik SMEs in Jember; 5) Innovation strategy had an effect on the marketing performance of Batik SMEs in Jember; 6) Strategy capability has no effect on the marketing performance of Batik SMEs in Jember; and 7) competitive advantage had an effect on the marketing performance of Batik SMEs in Jember.