GEJOLAK PASAR DAN BUDAYA SEBAGAI MODERASI PENGARUH ORIENTASI KEWIRAUSAHAAN DAN ORIENTASI PASAR TERHADAP KINERJA PEMASARAN
DOI:
https://doi.org/10.24034/j25485024.y2011.v15.i4.170Keywords:
entrepreneurial and market orientation, market turbulence, culture, marketing performanceAbstract
The objectives of this research were to examine and analyze: (1) the effect of entrepreneurial orientation toward marketing performance, (2) the effect of market orientation toward marketing performance, (3) the effects of market turbulence and culture on the strong/weak impact of entrepreneurial orientation toward marketing performance, (4) the effects of market turbulence and culture on the strong/weak impact of market orientation toward marketing performance. The populations of this study were all “Melati” hotels in East Java, as many as 463 hotels spread across cities/regencies in East Java. The sample units were the “Melati” hotels and the respondents were the owners/managers of “Melati” hotels, as many as 90 people. The samples were determined through two stages: the sample area was determined by using Judgment Sampling and the sample of hotels in each city/region which have been selected was defined by Proportional Area Random Sampling. The data analysis used was PLS (Partial least Square). The research result showed that entrepreneurial orientation did not have a significant effect on marketing performance. It was evident that market orientation was influential to marketing performance. The market turbulence as a moderating variable weakened the influence of entrepreneurial orientation and market orientation toward marketing performance. Culture is obviously a moderating effect on entrepreneurial orientation toward marketing performance. There was a coefficient of positive interaction, therefore, culture as the moderator strengthened the influence of entrepreneurial orientation toward marketing performanceReferences
Amstrong, G. dan K. Philip. 2000. Marketing An Introduction. Fifth Edition. Prentice Hall, Upper Saddle River, New Jersey.
Augusto, M. dan F. Coelho. 2006. Market Orientation and New-to-the-world Products: Exploring the Moderating Effects of Innovativeness, Competitive Strength, and Environment Forces, Industrial Marketing Management 1(15).
Baker, W., dan J.M. Sinkula. 1999. Learning Orientation, Market Orientation and Innovation: Integrating and Extending Models of Organizational Performance. Journal of Market Focused Management 4: 295-308.
________________________. 2009. The Complementary Effects of Market Orientation and Entrepreneurial Orientation on Profitability in Small Businesses, Journal of Small Business Management 47(4): 443-464.
Bhuian, S., N. B. Mengue, dan S. J. Bell. 2002. Just Entrepreneurial Enough: The Moderating Effect of Entrepreneurship on the Relationship between Market Orientation and Performance, Journal of Business Research 58: 9–17.
Biro Pusat Statistik. 2009. Jawa Timur Dalam Angka, Jawa Timur: Propinsi Jawa Timur.
Covin, J.G. dan D.P. Slevin. 1989. Stategic Management of Small Firms in Hostile and Benign Environments. Strategik Management Journal 10(1): 75-87.
Covin, J. G. 1991. Entrepreneurial Versus Conservative Firms a Comparison or Strategies and Performance, Journal of Management Study 28(4): 9–462.
Dilts dan Prough. 2001. Environmental Change, Strategik Choise and Entrepreneurial Orientation: The Case of the Travel Services Industry. Services marketing Quarterly 22(1).
Dinas Kebudayaan dan Pariwisata Provinsi Jawa Timur. 2011. Pariwisata Jawa Timur Dalam Angka 2009.
Ferdinand, A. 2006. Metode Penelitian Manajemen, Pedoman Penelitian Untuk Penulisan Skripsi, Teses dan Disertasi Ilmu Manajemen, Edisi 2, Seri Pustaka, Fakultas Ekonomi Universitas Diponegoro, Semarang.
Frishammar, J. dan A.H. Sven. 2007. The Role of Market Orientation and Entrepreneurial Orientation for New Product Development Performance in Manufacturing Firms. Technology Analysis dan Strategik Management 19(6): 765-788.
Geletkanycz, M.A. 1997. The Salience of ‘Culture’s Consequences’: The Effects of Cultural Values on Top Executive Commitment to the Status Quo. Strategic Management Journal 18(8): 615-634.
Gima, A., Kwaku dan Ko.Anthony. 2001. An Empirical Investigation of the Effect of Market Orientation and Entrepreneurship Orientation Alignment on Product Innovation. Organization Science 12(1): 54-74.
Grennly, G.E. 1995. Market Orientation and Company Performance: Empirical Evidence from UK. Companies. British Journal of Management 6: 1-13.
Hirsch, R.D. dan Michael P.Peter. 1992. Entrepreneurship, Strating, Developing and Managing a New Entreprise. Second Edition. Irwin. USA.
Idrus, MS. 2007. Metode Penelitian Ilmu-Ilmu Sosial, Pendekatan Kualitatif dan Kuantitatif. UII Press. Yogyakarta
Jawaroski, B dan A.K. Kohli. 1993. Marketing Orientation: Antecendents and Consequences, Journal of Marketing 57: 53-70.
Jogaratnam, G., E. Ching dan Y. Tse. 2006. Entrepreneurial orientation and the structuring of organizations Performance evidence from the Asian hotel industry. International Journal of Contemporary Hospitality Management 18(6): 454-468.
Kohli, A.K. dan B. Jaworski. 1990. Market Orientation: The Construct, Research Propositions, and Managerial Implication. Journals of Marketing 54(2): 1-18.
Malholtra, N.K. 2004. Marketing Research, An Applied Orientation. Fourth Edition. International Edition. Prentice Hall International, Inc. New Jersey.
Matsuno, K. dan J.T. Mentzer. 2000. The Effects of Strategy Type on the Market Orientation-Performance Relationship. Journal of Marketing 64: 1-16.
Miller, D. 1983. The Correlates of Entrepreneurship in Three Types of Firms, Management Science 29: 770 - 791.
Miller, D., dan P. N. Friesen. 1983. Strategy-making and environment: The third link. Strategic Management Journal 4: 221-235.
Naldi, L., N. Mattias, S. Karin dan J. Wiklund. 2007. Entrepreneurial Orientation, Risk Taking, and Performance in Family Firms. Family Business Review, XX(1).
Narver, J.C. dan S.F. Slater. 1990. The Effect of Market Orientation on Business Profitability. Journal of Marketing, October 1990: 20-35.
Ngamkroeckjoti, C. dan M. Speece. 2008. Technology Turbulence and Environmental Scanning in Thai Food New Product Development. Asia Pacific Journal of Marketing and Logistic 20(4): 413-432.
Pelham, M.A. 2000. Market Orientation and Other Potential Influences on Performance in Small and Medium-Sized Manufacturing Firms, Journal of Small Business Management 29(January) 48-67.
Pelham, M.A. dan T. Wilson. 1996. A Long Intudinal Study of the Impact of Market Structure, Firms Structure, Strategy, and Market Orientation Culture on Dimensions of Small Firm Performance. Journal of The academy of Marketing Science.
______________________.1997. Mediating Influences on the Relationship Between Market Orientation and Profitability in Small Industrial Firms. Journal of Marketing Theory and Practice 5 (Maret): 55-76.
Perrelault, Jr., D. William dan E.J. Mc. Carthy. 1999. Basic Marketing Global Managerial Approach. Irwin McGraw-Hill. Boston.
Priyanto, 2004. Pengaruh Lingkungan Eksternal, Kewirausahaan dan Kapasitas Manajemen Terhadap Kinerja Usaha Tani: Studi Empiris pada Petani Tembakau di Jawa Tengah. Disertasi S3 PPS Universitas Brawijaya. Tidak Dipublikasikan.
Raju, P.S., C.L. Subbash dan Y.P. Gupta. 1995. Market Orientation and Performance in Hospital Industry, Journal of Health Care Marketing 15(5): 34-41.
Renko M., A. Carsrud dan M . Brannback. 2009. The Effect of a Market Orientation, Entrepreneurial Orientation, and Technological Capability on Innovativeness: A Study of Young Biotechnology Ventures in the United States and in Scandinavia. Journal of Small Business Management 47(3): 331-369.
Slater, S. F., dan J. C. Narver. 1994. Does Competitive Environment Moderate the Market Orientation–Performance Relationship? Journal of Marketing 58: 46–55.
_________________________.1995. Market Orientation and The Learning Organization. Journal of Marketing 59(3): 63-74.
Subramanian, R., Kumar dan S. Karen. 2009. The Relationship Between Market Orientation And Performance under Different Environmental Conditions: The Moderating Effect Of The Top Management Team’s Risk Taking Behavior, Academy of Strategik Management Journal 8: 121-135.
Sulastiyono, Agus. 2006. Manajemen Penyelenggaraan Hotel, Seri Manajemen Usaha Jasa Pariwisata Dan Akomodasi, Alfabeta, Bandung.
Tzokas, N., S. Carter dan P. Kyriazopoulos. 2001. Marketing and Entrepreneurial Orientation in Small Firms. Enterprise and Innovation Management Studies 2(1): 19–33
Undang-Undang Republik Indonesia Nomor 10 Tahun 2009 tentang Kepariwisataan.
Varadarajan, P.R. dan J.S. Chandran. 1999. Marketing Strategy: An Assessment of the State of Field and Outlook. Academy of Marketing Science Journal 27(2): 120.
Vitale, R.,J. Giglierano dan M. Miles. 2002. Entrepreneurial Orientation, Market Orientation and Performance in Established and Start Up Firms.
Wiklund, J. 1999. The Sustainability of The Entrepreneurial Orientation-Performance Relationship. Entrepreneurship Theory and Practice.
Yuan Li, Y. Zhao Tan J dan Y. Liu. 2008. Moderating Effects of Entrepreneurial Orientation on Market Orientation-Performance Linkage: Evidence from Chinese Small Firms. Journal of Small Business management 46(1): 113-115.
Zyl, H.J.C. dan B.M. Helm. 2007. Exploring a conceptual model, based on the combined effects of entrepreneurial leadership, market orientation and relationship marketing orientation on South Africa’s small tourism business performance. S.Afr.J.Bus.Manage 38(2): 17
