ABSTRACT

The objective of this research is to analyze the effect of Local Wisdom towards Marketing Performance of the Sales of Textiles and Garments mediated by Product, Price, and Place as variables in several areas of Jakarta.
The research design used is analysis of causal relationship. The research took place in Jakarta and the object of the research are businessmen of garments and clothes in Jakarta's trading canter.
This research used 250 businessmen as respondents and the primary data are taken from questionnaire filled by respondents and sample selection by random sampling.
This research used quantitative approach that explains the parts and phenomena as well as relationship.
The research method used is descriptive statistics that uses SPSS Version 21.0 as the tool to test questionnaire data, and Lisrel Version 8.80 to process and analyze data by using Structural Equation Modeling.
The outcome of the research states that there is a significant relationship between local wisdom and variables of product, price, and place. Furthermore, a non-significant relationship between local wisdom and marketing performance.

Keywords: Local Wisdom, Marketing Performance, Product, Price, and Place