PENGARUH ORIENTASI PASAR, INOVASI DAN ORIENTASI PEMBELAJARAN TERHADAP KINERJA PERUSAHAAN UNTUK MENCAPAI KEUNGGULAN BERSAING (Studi Empiris Pada Industri Manufaktur Di Semarang)

Abstract

Nowadays, in the globalization era, fierce competition in all sector cannot be avoided, and it happens in the manufacturing industry in Semarang city. An appropriate strategy is needed to win the competition. Strategy is always influenced by internal and external factors. This research is intended to analyze the internal factors that relatively can be controlled by the company. The objective of the research is to analyze the relationship between market orientation, innovation and learning orientation and company performance to achieve competitive advantage. The respondents were top managers of manufacturing company in Semarang city. Companies chosen for the research have at least 100 employees, and it has been operating more than three years. Data were collected by using questionnaire. 132 mailed to respondents, and 106 returned. The data were analyzed by using SEM (Structural Equation Model). The result shows that all hypothesis are accepted. It means that there is relationship between market orientation, innovation, learning orientation, dan company performance.