Marketing Performance Influenced by Market Orientation Through Value Creation

Peneliti

Dr. Rizki Zulfikar, SE., M.Si

Deskripsi/Abstrak

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.