The effect of marketing orientation on marketing competence and it’s implications on sales performance
##plugins.themes.academic_pro.article.sidebar##
Downloads
##plugins.themes.academic_pro.article.main##
Abstract
The current problem is that sales are still far from expectations, while the competencies that must be possessed are also still of concern. This is allegedly because the marketing orientation has not been built according to the business platform, so that many business targets are not achieved. This study aims to determine the effect of marketing orientation on marketing competence and its implications for sales performance, examining case studies on businesses assisted by Kadin Jabar in Bandung. The research method applied was in the form of an analytical descriptive survey method, while the sample used was 39 respondents. The variables studied from each respondent are marketing orientation, marketing competence, and sales performance. The type of data collected is primary data. The results of the study show that marketing orientation has a significant effect on marketing competence. Marketing competence has a significant effect on sales performance. The implication is that the marketing orientation of MSMEs as a stimulus must be immediately decided by management to create competent human resources, especially in the field of marketing, in order to produce performance in the field of sales according to target achievements. The object of this research is that the responden sample used is still limited to the West Java Kadin assisted businesses in Bandung, therefore it is necessary to carry out further research based on a more varied sampling with a longer duration, so that results can be generalized.
##plugins.themes.academic_pro.article.details##
References
Aqmala&Putra. (2021). Rayu : A Competitive Strategy Model of Wood Craft Business in Soloraya Post Covid-19 Pandemic. Journal of Management and Entrepreneurship Research, 2(2), 74–87. https://doi.org/10.34001/jmer.2021.12.02.2-19
Dwivedi, et. a. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(June), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Faerrosa, E. a. (2022). Market Orientation and Product Innovation As an Msme Marketing Strategy. Amwaluna: Jurnal Ekonomi Dan Keuangan Syariah, 6(2), 362–378. https://doi.org/10.29313/amwaluna.v6i1.10044
Farida&Setiawan. (2022). Business Strategies and Competitive Advantage: The Role of Performance and Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 1–16. https://doi.org/10.3390/joitmc8030163
Gajić&Macura. (2021). Harmonization of the Marketing and Accounting Activities in the Implementation of the Growth Strategy. Acta Economica, 19(35), 115–140. https://doi.org/10.7251/ace2135115g
Indonesian-Investment. (2022). Micro, Small & Medium Enterprises in Indonesia: Backbone of the Indonesian Economy (Issue July, p. 1). https://www.indonesia-investments.com/projects/public-private-partnerships/item70
Ismail, et. a. (2019). The effect of market orientation, innovation, organizational learning and entrepreneurship on firm performance. Journal of Entrepreneurship Education, 22(3), 1–13.
Musumali. (2019). An Analysis why customers are so important and how marketers go aboutunderstanding the customer decision-making process and the various individual and socio-cultural influences on decision-making process. Business and Marketing Research Journal (BMRJ), 23(23), 230–246. https://www.researchgate.net/publication/342898572_An_Analysis_why_customers_are_so_important_and_how_marketers_go_about_in_understanding_their_decisions
Nguyen, E. a. (2020). Factors That Influence Employee Performance: Motivation, Leadership, Environment, Culture Organization, Work Achievement, Competence and Compensation (A STUDY OF HUMAN RESOURCE MANAGEMENT LITERATURE STUDIES). DIJDBM: Dinasti International Journal Business Management, 1(4), 645–662. https://doi.org/10.31933/DIJDBM
Rahmawati&Runanto. (2020). The Role of Competence in Improving Employee Performance Village-Owned Enterprises (BUMDES) in Kulon Progo Regency. Proceedings of the 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020), 169(Icobame 2020), 312–317. https://doi.org/10.2991/aebmr.k.210311.062
Ridho, E. a. (2020). The Influence of Competence, Independence, Interest, and Discipline on The Readiness of Working in Vocational School Students in Lombok Barat District Muhammad. Ournal of Vocational Education Studies (JOVES), 1(2), 25–36. https://doi.org/10.53797/ajvah.v1i2.3.2020
Rokkan, A. I. (2022). Market orientation (once again): Challenges and a suggested solution. AMS Review, i. https://doi.org/10.1007/s13162-022-00235-1
Rudianti&Ningrum. (2022). Impact of MSME Tax Incentive Policy Affected by Covid-19 on Tax Compliance. Economic Education Analysis Journal, 11(3), 257–265. https://doi.org/10.15294/eeaj.v11i3.61665
Schulze, E. a. (2022). Completing the market orientation matrix: The impact of proactive competitor orientation on innovation and firm performance. Industrial Marketing Management, 103(April), 198–214. https://doi.org/10.1016/j.indmarman.2022.03.013
Sekaran&Bougie. (2020). Research Method for Business. Jhon Wiley & Sons.
Setyoko&Kurniasih. (2022). Impact of the Covid 19 Pandemic on Small and Medium Enterprises (SMEs) Performance: A Qualitative Study in Indonesia. Journal of Industrial Engineering & Management Research, 3(3), 315–324.
Shiratina, E. a. (2022). Digital Marketing in the Time of the Covid-19 Pandemic To Maintain Sustainability of Smes Business. Iccd, 4(1), 262–268. http://www.iccd.asia/ojs/index.php/iccd/article/view/475
Sofia, M. (2021). Enacting , Enabling , and Embracing Market Orientation. Karlstad University Studies.
Sugiyono. (2019). Metode Penelitian Kuantitatif_Kualitatif. Alfabeta.
Tjahjadi, E. a. (2020). The role of green innovation between green market orientation and business performance: its implication for open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 1–18. https://doi.org/10.3390/joitmc6040173
YounKueNa, E. a. (2019). The effect of market orientation on performance of sharing economy business: Focusing on marketing innovation and sustainable competitive advantage. Sustainability (Switzerland), 11(3), 1–19. https://doi.org/10.3390/su11030729