Pengaruh Market Orientation Terhadap Kinerja Universitas Widyatama

Abstract

experienced by Widyatama University (UTama). The high intensity of competition as well as some internal issues requires UTama to understand and develop a strategy that is expected to create a competitive edge that is expected to boost the performance of organizations. Market orientation is one of the organizational cultures that meet the criteria of the Resource-Based View as a resource that is capable of forming organizational capability. Cultural aspect of market orientation is intended to provide the best value for consumers through understanding the needs of consumers, both expressive and latent, understanding competitors, and synergies through coordination of individuals and functions within organization. The purpose of this study was to measure the perceptions of faculty and administrative employees on the implementation of market orientation as an organizational culture, as well as explaining the relationship between market orientation and performance. This research is an explanatory research. The population of this study is all tenured faculty and administrative employees of UTama. Data is obtained through the survey by distributing questionnaires to all members of the population. Descriptive findings indicate that market orientation as a culture has not been well established, and is also considered that performance is not good enough. The results of hypothesis testing using regression analysis showed that market orientation has positive influence on the performance. Furthermore, two of the dimensions of market orientation (customer orientation and competitor orientation) have positive effect on performance, while the dimension of inter-functional organization does not affect performance. Suggestions for future research and weaknesses of this study are presented at the end of this paper