ABSTRACT: The research objective was to find clarity about the influence of CRM on product quality, competitive advantage and performance of the small food industry in Java, and researchers offered a research model. The research approach is quantitative, explanatory. The population of this study is the small-scale industrial food business owners in East Java. The research sample was 200 respondents and the sampling method used a purposive method. The analysis technique uses SEM with Wrap PLS analysis tools. The results showed clarity that: CRM has an effect on product quality, competitive advantage and marketing performance. Product quality and competitive advantage affect marketing performance and product quality that has not affected the competitive advantage of the small food industry. Therefore, entrepreneurs in the small food industry should think about product quality according to market tastes.
KEYWORDS: Customer Relationship Management, Product Quality, Competitive Advantages, Marketing Performance