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All Journal Jurnal Agribisnis Terpadu Scientific Journal of Reflection : Economic, Accounting, Management and Business Distribusi Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Ilmu Pertanian Tirtayasa Jurnal Manajemen Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Leuit, Journal of Local Food Security Bayt ElHikmah: Journal of Islamic Architecture and Locality
Meutia Meutia
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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Interaction Between Market Orientation and Marketing Performance Through Dynamic Marketing Capabilities Dicky Dwi Hartanto; Meutia Meutia; Liza Mumtazah Damarwulan
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 4 (2022): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i4.7294

Abstract

Indonesian handicrafts are one of the prides of Indonesia, because since 2015 handicrafts have been listed as one of the three sub-sectors that contribute to the GDP of the largest creative economy in Indonesia. Based on data from the Office of Cooperatives and Small and Medium Enterprises of Banten Province, there was a decline in the pottery business including, a decrease in income of 36% (thirty six percent) for the last 3 years (2019-2021). Therefore, pottery business actors need the ability to facing the market changes such as market orientation, to meet consumer needs that have a positive impact on marketing performance. The main problem in this study is how to improve the marketing performance of pottery business actors through market orientation and the purpose of this study is to analyze the role of market orientation variables with intervening variables, including dynamic marketing capabilities and market entry speed, in improving marketing performance. This research used quantitative methods with 83 pottery business actors in Banten Province as the object of research with sampling technique uses non probability sampling (purposive sampling) and using SEM PLS to analyze the data. Finding:  This research proves that Market Orientation affects Dynamic Marketing Capabilities and Market Entry Speed on marketing performance. In this study it was found: 1) Market Orientation has a negative effect on Marketing Performance 2) Dynamic Marketing Capability and Market Entry Speed have a positive effect on Marketing Performance 3) Dynamic Marketing Capability and Market Entry Speed mediate Market Orientation on Marketing PerformanceThis research proves that Market Orientation has a negative effect on Marketing Performance and prove that Dynamic Marketing Capabilities and Market Entry Speed mediate Market Orientation on Marketing Performance
Co-Authors A.A Ketut Budiastra Ahmad Bukhari Ceacilia Srimindarti Dian Anggraeni Dicky Dwi Hartanto Diswandi Fitriyani Insanuri Qismullah Heriani Heriani Ika Sari Jihan Sasmita Reza Ketut Budiastra Khairul Amar Lahmodin Oktanata Liza Mumtazah Damarwulan M. Syukur Dwiriansyah Marully Rachmat Azwar Muhamad Akbar Umar Nadea Rafika Fikri Nuraida Faradhilla Saiin Ngalim Sri Fitriyah Sri Mulyati Sudirman Sudirman Tubagus Ismail Tubagus Ismail