Volume 2, Issue 5, May 2021 E-ISSN : 2686-522X, P-ISSN : 2686-5211 Available Online: https://dinastipub.org/DIJMS Page 703 DOI: https://doi.org/10.31933/dijms.v2i5 Received: 12 nd May 2021, Revised: 25 th May 2021, Publish: 7 th June 2021 THE IMPROVE SMALL AND MEDIUM ENTERPRISES PERFORMANCE WITH HOLISTIC MARKETING MODELS Abdullah Muksin Faculty of Economics and Business UPI Y.A.I , Pangeran. Diponegoro street, 74 th , Jakarta, abydudung63@gmail.com Corresponding Author: First Author Abstract: This study focuses on improving the performance of SMEs after using a holistic marketing model in their business. The unit of analysis in this research is UKM players who live in Bekasi, West Java. Hypothesis testing with path analysis and using SEM and Lisrel 8.80 software. This study produces a holistic marketing model that is effective, easy to understand and use to improve Small and Medium Enterprises in Indonesia. The results of this study prove that Relations Marketing has a positive and significant effect on the performance of SMEs, especially in building relationships with distributors. Integrated marketing has a negative and insignificant effect on the performance of SMEs, internal marketing has a positive but insignificant effect on the performance of SMEs, while Performance Marketing has a positive and significant effect on the performance of SMEs. Taken together, the holistic marketing model (relations marketing, integrated marketing, internal marketing, performance marketing) has a positive and significant effect on the performance of SMEs. The dominant variable affecting the performance of SMEs is Relations marketing. Keywords: Relations marketing, Integrated marketing, Internal marketing, Performance marketing, SME Performance. INTRODUCTION The main problems of Bekasi SME, especially in sub-districts that have low LQ value. Potential of SMEs such as South Bekasi, North Bekasi, Jati Sempurna, Medan Satria, Pondok Gede and Pondok Melati Districts are; Lack of Capital and Limited Access to Finance, Quality of Human Resources, Weak Business Network and Market Penetration Ability, SME Entrepreneur Mentality, Lack of Management Transparency, Absence of Financial Management, Lack of Cooperation with Financial Institutions, Business Climate Not Completely Conducive, Limited Facilities and Business Infrastructure, Illegal Levies, Implications of Regional Autonomy, Implications of Free Trade, Nature of Products with Short Resilience, Limited Market Access, Limited Access to Information (Ministry of Cooperatives and SME of the Republic of Indonesia, 2012). Marketing strategy that is less than optimal, due