<![CDATA[This study examines the effect of Market Orientation and Service Quality on Firm Performance in the context of Super Air Jet in Indonesia. A quantitative explanatory, cross-sectional design is proposed with 260 airline passengers selected through purposive sampling. Market Orientation is represented by customer orientation, competitor orientation, and interfunctional coordination, while Service Quality covers tangibles, reliability, responsiveness, assurance, and empathy. Firm Performance is assessed through perceived financial and non-financial indicators. Data are planned to be analyzed using IBM SPSS Statistics 26 through validity and reliability tests, classical assumption tests, multiple linear regression, partial t-tests, a simultaneous F-test, and the coefficient of determination. The source manuscript does not contain completed SPSS output; therefore, this article does not fabricate statistical values or hypothesis decisions. The study framework is intended to explain how market responsiveness and service quality may jointly strengthen airline performance and competitiveness. This study is expected to provide an empirical foundation for airline managers in developing integrated market and service strategies, while also contributing to the literature concerning strategic marketing, service management, and organizational performance in Indonesia’s commercial aviation industry.]]>
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