ANALISIS PENGARUH ORIENTASI PASAR TERHADAP KINERJA PEMASARAN PADA PERUSAHAAN PENGOLAHAN DI KOTA SEMARANG

  • Daniel Manek Fakultas Ekonomi Universitas Mahasaraswati Denpasar
Keywords: Market Orientation, Marketing Performance, product adaptation, quality strategy, competitive advantage

Abstract

Purpose of this study was to examine and measure the market orientation effects on marketing performance. The population used in this study  is the manufacturing companies in Semarang, consist of furniture, food & beverages, printing/offset, machinery & workshop, garment & footwear, metal industry, plastic waste cycle, soap& cleansing ware and plywood. Number of respondent in this research is 105 unit of companies, each company represented by their owner or manager.

The results showed that market orientation is positively and significantly affect the marketing performance. Moreover, the model developed in this study proved that: 1) Market orientation result also positively influence marketing performance through process of product adaptation and business strategy quality; 2) Business strategy and product adaptation has positive effect on competitive advantage; 3) Product adaptation and competitive advantage has positive influence to marketing performance.

Downloads

Download data is not yet available.

References

Cavusgil, S. Tamer and ShoumingZou, G. M. Naidu, 1993, “Product and Promotion Adaptation in Export Ventures: An Empirical Investigation,” Journal of International Business Studies, Vol. 24.

Cavusgil, S. Tamer and ShoumingZou, 1994, “Marketing Strategy Performance Relationship: An Investigation of The Empirical Link in Export Market Ventures,” Journal of Marketing,Vol. 58.

Cooper, Emory, 1999, “Bussiness Research Method”, alih bahasa Widyono Soetjipto, Uka Wikarya, Jakarta, Penerbit Erlangga, Edisi 5, p.120.

Cravens, David W. & Nigel F Piercy, 2003,“Strategic Marketing,” Seventh Edition, McGraw-Hill, New York.

Ferdinand A. T., 2000, “ManajemenPemasaran: SebuahPendekatanStrategis”, Research Paper Series No.1.,Program Magister ManajemenUndip, BadanPenerbitUndip.

………………….2006, “MetodePenelitianManajemen,” Edisi 1, BadanPenerbitUniversitasDiponegoro, Semarang.

………………… 2011, “MetodePenelitianManajemen,” Edisi 3, BadanPenerbitUniversitasDiponegoro, Semarang.

Hair, J.E., Anderson, R.E. Tatham, R.L., and Black, W.C., 1995, “Multivariate data Analysis (Faurthed),” New York, Prendicehall, Vol. 17, p. 99-120

Kohli Ajay K., and Jaworski, Bernard J., 1993, “Market Orientation: the Construct, Research Proposition and Managerial Implication,” Journal of Marketing, 54 (April).

.Kumar, Kamalesh. 2002, “Market Orientation, Organizational Competencies and Performance: An Empirical Investigation of a Path-Analytical Model,”Journal of American Academy of Business, Cambridge; 1, 2; ABI/INFORM Global.

Menguc, Bulent, 1997, “Product Adaptation Practices in the Context of Export Activity: An Empirical Study of Turkish Manufacturing Firms,” Journal of Euromarketing, Vol. 6 (2).

Narver, John C. and Stanley F. Slater., 1990, “The Effect of a Market Orientation on Business Profitability,” Journal of Marketing,Oktober.

Porter M.E., 1994, “KeunggulanBersaing,” Tim PenerjemahBinarupaAksara, Jakarta.

Slater, Stanley F. and Narver, John C., 1994, “Does Competitive Environment Moderate The Market Orientation – Performance Relationship?”, Jornal of Marketing, January, p. 46-55.

Published
2018-11-05