MARKET ORIENTATION AND PERFORMANCE (A CASE OF CREATIVE INDUSTRY IN BANDUNG, WEST JAVA, INDONESIA)
Keywords:
Market Orientation, Performance, Creative IndustryAbstract
The Covid-19 pandemic that has hit almost two years has had a tremendous impact on almost every aspect of life. The demand for goods and services has decreased (especially for non-essential sectors), and this has resulted in increased competition in the industry. This is of course also experienced by companies in the creative industry in the city of Bandung. This study investigates the effect of market orientation and performance. Companies that are able to implement market orientation well will have a better competitive advantage, and will be able to achieve superior performance. A total of 250 questionnaires were sent using Google Form, and 158 respondents responded well. The goodness of measures test shows that the measuring instrument used is valid and reliable. This study found that market orientation and each of its three dimensions: customer orientation; competitor orientation; and inter-functional coordination; are positively and significantly affect the performance of companies in the creative industry in the city of Bandung.
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