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The Market Orientation and Performance Relationship: An Empirical Study in Private Universities

Development Research of Management

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Field Value
 
Title The Market Orientation and Performance Relationship: An Empirical Study in Private Universities
 
Creator Sefnedi, Sefnedi
 
Subject Marketing
market orientation; private universities; performance; Kopertis X; Indonesia
 
Description This study examines the empirical link between three dimensions of market orientation, namely, student orientation, competitor orientation and inter-functional coordination, and private university performance in Kopertis X. The study was based on an empirical investigation of private universities located in Indonesia’s provinces of West Sumatera, Riau, Jambi, and Riau Islands. The primary data for the study were collected from a self-administered mail survey of 237 questionnaires from the private university resulting in a sample of 114 usable responses being returned. From the application of the multiple regression analysis it was concluded that all three dimensions of market orientation had a significant impact on private university performance. Student orientation as a predictor variable is the strongest predictor of private university performance then followed by competitor orientation, and inter-functional coordination.Bahasa Indonesia Abstrak: Penelitian ini menguji hubungan empiris antara tiga dimensi orientasi pasar, yaitu, orientasi mahasiswa, orientasi pesaing dan koordinasi antar-fungsional dan kinerja perguruan tinggi swasta di Kopertis X. Penelitian ini didasarkan pada penyelidikan empiris pada universitas swasta yang berada di provinsi Sumatera Barat, Riau, Jambi, dan Kepulaian Riau. Data primer dikumpulkan dari survei dimana dari 237 kuesioner yang disebarkan pada universitas swasta, diperoleh 114 kuesioner yang dikembalikan dan dapat digunakan sebagai sampel. Berdasarkan hasil analisis regresi berganda dapat disimpulkan bahwa ketiga dimensi orientasi pasar memiliki dampak yang signifikan terhadap kinerja perguruan tinggi swasta. Orientasi mahasiswa sebagai variabel prediktor terkuat terhadap kinerja perguruan tinggi swasta kemudian diikuti oleh orientasi pesaing, dan koordinasi antar-fungsional.
 
Publisher Universitas Pelita Harapan
 
Contributor —
 
Date 2017-06-14
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ojs.uph.edu/index.php/DJM/article/view/331
10.19166/derema.v12i1.331
 
Source DeReMa (Development Research of Management): Jurnal Manajemen; Vol 12, No 1 (2017): May; 19-39
2476-955X
1907-0853
 
Language eng
 
Relation https://ojs.uph.edu/index.php/DJM/article/view/331/pdf
 
Rights Copyright (c) 2017 Sefnedi Sefnedi
http://creativecommons.org/licenses/by-sa/4.0