Abstract:
In the era of industrial revolution 4.0, the development of the water hyacinth handicrafts industry
requires a new model business. This study investigates the influence of marketing strategies,
market orientation, entrepreneurial orientation, government policies, competitive advantage and
performance.
This study was conducted in Hulu Sungai Utara district, South Kalimantan, a province in Indonesia
as a wetland area. Nearly 90 percent of the area is covered with water hyacinth plants. Water
hyacinth handicrafts have the potential to develop in that area. The samples taken as many as 158
respondents. Data collection technique through observation and interviews using questionnaires.
Partial Least Square was used in this study. The results show marketing strategies, government
policies, and competitive advantage influence performance. Market orientation influences
competitive advantage. The indications are marketing strategies, government policy, and
competitive advantage play a role in improving performance. Market orientation plays a role in
improving competitive advantage. This study suggests the business model that need to be
developed in this industry are business models that are suited to the tastes of the customers, such
as conducting digital promotion, market-oriented, positioning quality-based products (unique),
adopting government policies, and encouraging the governments to establish a Special Vocational Training Center for craftsmen.
Keywords: Business Model, Hyacinth Crafts Industry, Competitive Advantage, Performance
