<![CDATA[The purpose of this study was to describe (1) the effect of management attitude towards coordination on market orientation (2) the influence of collaboration between sales and marketing on market orientation (3) the effect of management attitude towards coordination on business performance (4) the effect of market orientation on the business performance (5) the effect of collaboration between sales and marketing on business performance of Pamella Supermarket Yogyakarta. This study classified as a quantitative. The population is 67 employees of Pamella Supermarket Yogyakarta. Data collection using a questionnaire, while data analysis techniques using multiple regression analysis by the T-Test and the classical assumption test of multicollinearity test, normality test, heteroscedasticity. The results showed the magnitude of the effect seen from the determination coefficient ( ). Value of the determinant coefficient was 0,064. The results show that the coefficient determinant of management attitude towards coordination, collaboration between sales and marketing, market orientation have a positive influence on business performance by 6,4 % and the remaining 93,6% is influenced by other factors]]>
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