MARKET ORIENTATION AND PERFORMANCE (A CASE OF CREATIVE INDUSTRY IN BANDUNG, WEST JAVA, INDONESIA)
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Date
2021
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Widyatama University - WIBEST
Abstract
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.