PENGARUH ORIENTASI PASAR TERHADAP ORIENTASI STRATEGIS ALTERNATIF DAN DAMPAKNYA TERHADAP KINERJA BISNIS PADA PERUSAHAAN-PERUSAHAAN DI KOTA TANGERANG DAN JAKARTA INDONESIA

Abstract

Abstract: The purpose of this study was to research the influence of the market
orientation on the alternative strategic orientations and their impact on business
performance on companies in the city of Tangerang and Jakarta, Indonesia. Alternative
strategic orientations in this study is innovation, learning, entrepreneurial and employee
orientations. This research is associative causal relationship to determine a causal
relationship between the independent variable, market orientation, intermediate
variables, innovation, learning, entrepreneurial and employee orientation, and
dependent variable, business performance. This study using the Structural Equation
Modeling (SEM).The results of the SEM analysis shows effect of market orientation on
innovation, learning, entrepreneurship, employee orientation and direct impact on
business performance gives the figure a significant correlation. The effect of learning
orientation on business performance gives the figures a moderate correlation. Effect of
employee orientation on business performance gives the figure a low correlation .
Innovation and entrepreneurial orientation influence on the business performance gives
the figure a negative correlation.The researcher recommends that the variables that
have significant correlations can be implemented while the variables that have a
moderate, low and negative correlation are recommended for future research to improve
the questionnaire‟s statements and respondent terms of both quality and quantity.
Key words: Market, Innovation, Learning, Entrepreneurial, Employee, Business
Performance.