ANTESEDEN DAN KONSEKUENSI STRATEGI ORIENTASI PASAR PADA USAHA JASA CATERING DI SURABAYA

Abstract

This study aims to determine the factors antecedent of market orientation and its consequences on the performance of marketing in retail catering business services in Surabaya. The population of this study consisted of business owners or managers of catering services in Surabaya. We used non-probability sampling with purposively sampling method. The purpose of the study isdetermining the effect of antedent variable which includes top management support, the dynamics between departments and systems of the organization's strategic orientation also examine market strategies. This research also purposes to determine consequences of market orientation to business performance. Based on these objectives, the statistical test used is SEM (Structural Equation Modelling) with the help of AMOS program. The results of data processing using AMOS can be concluded that top management support positive influence on the strategy of market orientation, dynamics of inter-departmental positive influence on the strategy of market orientation, system of the organization is not a positive influence toMarket Orientation strategy, and we found that market orientation strategy influence significantly to the marketing performance on catering services in Surabaya.