Pengaruh Orientasi Pasar, Orientasi Pembelajaran dan Inovasi Produk terhadap Kinerja Pemasaran:

Abstract

The purpose of this study is to examine and analyze the eff ect of market orientation, learning orientation and product innovation of marketing performance. This study use a descriptive quantitative approach, and collected data through questionnaire. The sample used was 84 small industry of pisang sale in Aceh Timur Distric – Aceh. The data analysis tool used is classic asumption method with multiple linear regression analysis, coeffi cient of determination, F test and t test. The result of study are as follows: (1) Market orientation have a signifi cant positive eff ect of marketing performace indicate by the market orientation coeffi cient (X1) which is positive, namely 6.785, and the p-value less than the signifi cance level (0.000 < 0.005). (2) Learning orientation have a signifi cant positive eff ect of marketing performance, indicate by the learning orientation coeffi cient (X2) which is positive, namely 2.249, and the p-value less than the signifi cance level (0.027 < 0.005). (3) Innovation product have a signifi cant positive eff ect of marketing performance, indicate by the innovation product coeffi cient (X2) which is positive, namely 2343, and the p-value less than the significance level (0.022 < 0.005). (4) Market orieas an agregrat htation, learning orientation and innovation product have a signifi cant eff ect of marketing performance, indicated by the probability valeu of F less than the signifi cance level (0.000 < 0.05). The coeffi cient of determination (R2) is 0.621 or 62,1%. This indicate that 62,1% of marketing performance is aff ected by market orientation, learning orientation and innovation product while remaining 37,9% is aff ected by other independent variables not under study.