ANALISIS ORIENTASI PASAR, LINGKUNGAN BISNIS DAN BUDAYA ORGANISASI TERHADAP KINERJA PEMASARAN DENGAN INOVASI SEBAGAI VARIABEL INTERVENING

Abstract

This study entitled Analysis of Market Orientation, Business Environment And Organizational Culture On Marketing Performance With Innovation As Intervening Variable. Three variables that will be studied in this research Market Orientation, Business Environment And Organizational Culture serve as independent variable and performance of Marketing and Innovation as dependent variable. The purpose of this study is to obtain a description of Market Orientation, Business Environment and Organizational Culture and analyze the relationship of these three variables to marketing performance where innovation strategy as an intervening variable in which Empirical Study is done on Small and Medium Enterprises in Culinary City of Jakarta registered at the Office of Cooperatives of Micro, Small and Medium Enterprises, and Trade of DKI Jakarta Provincial Government. The research method used is survey method and data collection method through interview and questionnaire. This study used a sample of 30 respondents. Field data then processed using AMOS type of computer device using the number of respondents as much as 115. From the results of the study there are three positive effects can be said to be significant that is between Market Orientation, Business Environment, Innovation and Marketing Performance that influence between variables have a level of significance <0, 05 which means the relationship is positive and can be said Significant.