Marketing Performance Influenced by Market Orientation Through Value Creation

Abstract

The aim of this research is to find evidence on the impact of market orientation to marketing performance through value creation in small and medium enterprises (SMEs) of knitting industry in Bandung, West Java. The methodology used in this research is descriptive and verification analysis conducted to 281 respondents of SMEs in Sentra Rajut Binong Jati in Bandung. Structural Equation Modeling (SEM) is used in hypothesis's testing using LISREL 8.7 software as the analysis tool in accordance with the research aims. The research result shows that market orientation has no direct impact on marketing performance but has a positive and significant indirect impact to marketing performance with value creation as intervening variable at small and medium enterprises (SMEs) of Binong Jati in Bandung.

The Role of Market Orientation, Marketing Capability and Promotion on The Marketing Performance of MSME Flower Shops in Yogyakarta

“…Marketing performance is an activity that involves understanding consumers, product development, communication, and delivering value, with the aim of increasing company revenue or profits (Dahmiri & Bhayangkari, 2022). Marketing performance is the main benchmark in evaluating the success of creating value and can improve a company's innovation capabilities (Zulfikar, 2018). Marketing performance is a tool for assessing the overall success of a company's strategy, sales growth and profits (Rokhman, 2019).…”

Peran Dukungan Keluarga, Kreativitas, Motivasi Internal Dalam Meningkatkan Keberhasilan Usaha

“…Kerangka Teori a. Keberhasilan Usaha Keberhasilan memiliki dua ukuran penilaian dasar, yaitu: kriteria intrinsik yang meliputi: kebebasan, kemandirian, mengarahkan masa depan seseorang, dan menjadi teladan bagi diri sendiri: sedangkan untuk kriteria ekstrinsik meliputi: keuangan yang meningkat, kekayaan, dan pendapatan pribadi (Paige & Littrell, 2002). Keberhasilan usaha dapat diraih jika hasil kinerja pemasaran berjalan dengan baik bersamaan dengan promosi yang besar-besaran disertai dengan target pasar yang sudah jelas (Zulfikar, 2019). Keberhasilan usaha dapat ditentukan dengan kemauan serta kemampuan pemilik usaha, keinginan yang kuat, dan bekerja dengan keras, mampu menangkap peluang serta berusaha meraihnya (Diansari & Rahmantio, 2020).…”

Market Orientation’s Role in Improving Marketing Performance Through Competitive Advantage

“…The exogenous variable in this study is Market Orientation (X). Market orientation in this study is measured through several indicators that refer to (Zulfikar, 2018)…”