MEMBANGUN KINERJA PEMASARAN MELALUI ORIENTASI PASAR: PERANAN PEMBELAJARAN ORGANISASIONAL DAN INOVASI (Studi Empiris pada UKM Makanan dan Minuman di Eks-Karesidenan Banyumas)

Abstract

The objectives of the research was to explain the contradictory results of some research on the relationship between market orientation and marketing performance; It was also aimed at investigating and to analyzing the development process of market orientation. To test the empirical models, Structural Equation Modelling (SEM) was used. Among software used to assist the analysis in this study were AMOS 16.0, SPSS 16.0 and Microsoft Excel 2007. Sample size of this research was 200 owners and/or managers of Small and Medium Enterprises (SMEs) running food and beverage sector in Karesidenan Banyumas area. The findings of this research had successfully explained: (1) the research gap on the causal relationship between market orientation and marketing performance, (2) the research gap on the causal relationship between market orientation and innovation, (3) ) the research gap on the causal relationship between innovation and marketing performance (4) the indistinct roles of learning organizational in converting market orientation to marketing performance. (5) this study had enriched similar literatures on the field that examined the antecedent of market orientation, and (6) contributed to the limited numbers of literatures on market orientation and innovation in developing countries particularly in Small and Medium Enterprises (SMEs). The managerial findings of the research was the marketing performance development model for the Small and Medium Enterprises (SMEs) that is called the pyramid of marketing performance development (PMPD). The limitations of this research and the implications for future research were also presented in this study.