Small businesses in Indonesia have a critical role in national economy, judging from the number of
companies and workers involved in the business. Based on the data from the Board of Statistics (CBS) in
2006, has shown that small and medium businesses in Indonesia were 48.9 million principal or 99.9 percent
of total business. The number of workers involved in small business was recorded about 50 million or 90
percent of the total employed by 2010. This study aims to evaluate the performances of small scale
industries in PIK Pulogadung which uses criteria of effectiveness and efficiency of its owners/managers of
the company. Based on the study, most of the respondents where classified as the traders (90%), while the
crafter is only 5%. Thus, the PIK is likely the market of textiles and products of textiles (TPT), and
footwear products. However, the channel distribution mostly directly from producer to consumers, although
there were used big retailer network.
Keywords: PIK (small industrial area), SMEs (small medium enterprises), marketing mix.
Buletin Ilmiah Perdagangan, Vol. 4 No. 2, Nopember 2010