Studi Orientasi Pasar Melalui Kualitas Hubungan Terhadap Kinerja Pemasaran

Abstract

There are several different views related to market orientation, that is, based on some previous study results also say market orientation does not improve sales performance. This difference in outcomes may be due to the limitations of each orientation strategy, so it is important to note that there may be a mediating factor that can overcome the limitations of the market orientation strategy. In this study, the authors are interested to examine how to improve the quality of customer relations based on market orientation in the run by the company and how the quality of relationships, a factor that encourages better marketing performance. In this study, the population is a small and medium trade industry that runs the business in West Kalimantan, with a sample size of 125 respondents. Based on the test results show the positive value of the effect of market orientation on the quality of the relationship. Then the quality of relationships affects the marketing performance. In contrast to the market orientation that has no direct effect on marketing performance.