Effect of market orientation on business performance in msmes as mediating by dinamic marketing capabilities

Ari Riswanto; Ratih Hurriyati; Lili Adi Wibowo; Vanessa Gaffar

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Effect of market orientation on business performance in msmes as mediating by dinamic marketing capabilities

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Ari Riswanto, Ratih Hurriyati, Lili Adi Wibowo, Vanessa Gaffar

2019 Quality - Access to Success Vol. 20 Issue 172 Article Cited by 13 SDG 8

Abstract

Effect of Market Orientation (MO) on Business Performance in MSMEs as mediating by Dynamic Marketing Capabilities (DMC) is a topic related to business performance still needs to be done research and assessment, moreover, it is linked to marketing studies. Dynamic marketing capability is an interesting theme to be studied empirically. This study aims to determine whether the DMC can mediate the influence of market orientation on business performance. The research methodology recycled was descriptive quantitative using simple linear regression analysis and using SPSS v 23 and Amos v 23 software calculating tools, through a measurement model using Confirmatory Factor Analysis (CFA) and Product of Coefficient Strategy analysis: Single Mediation Model, with samples 74 MSMEs. This study shows that the DMC variable can mediate the influence of Marketing Orientation and Business Performance on MSMEs in Sukabumi City, West Java, Indonesia in 2018. © 2019, SRAC - Romanian Society for Quality. All rights reserved.

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Sekolah Pascasarjana Doktor Ilmu Manajemen, Indonesia Universitas Pendidikan Indonesia, Bandung, West Java, Indonesia; Sekolah Tinggi Keguruan dan Ilmu Pendidikan PGRI Sukabumi, West Java, Indonesia

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