Determination of Market Orientation and Strategic Orientation Dimensions that Affect Marketing Performance of the Weaving Industry in Wajo District, South Sulawesi Province

DOI

10.2991/aicobpa-18.2019.34How to use a DOI?

Keywords

market orientation; strategy orientation; marketing performance

Abstract

This study aimed to examine the Determination of Market Orientation and Strategy Orientation to Affect Marketing Performance of Weaving Industries in Wajo District, South Sulawesi Province. Its design used a quantitative research using a survey method with 99 samples. The data were analyzed by variance-based SmartPLS3 software. This study found six conclusions. First, entrepreneurial orientation has a positive effect on customer orientation. Second, marketing-based system rewards have a positive effect on customer orientation. Third, customer orientation has a positive and significant effect on innovation orientation. Fourth, competitor orientation has a positive effect on innovation orientation. Fifth, innovation orientation has a positive and significant effect on marketing performance. Sixth, marketing strategy creativity has a positive and significant effect on marketing performance.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Muhammad Yusuf
PY  - 2019/08
DA  - 2019/08
TI  - Determination of Market Orientation and Strategic Orientation Dimensions that Affect Marketing Performance of the Weaving Industry in Wajo District, South Sulawesi Province
BT  - Proceedings of the Annual International Conference of Business and Public Administration (AICoBPA 2018)
PB  - Atlantis Press
SP  - 144
EP  - 147
SN  - 2352-5428
UR  - https://doi.org/10.2991/aicobpa-18.2019.34
DO  - 10.2991/aicobpa-18.2019.34
ID  - Yusuf2019/08
ER  -