Entrepreneurial Market Orientation and Marketing Performance: An Evidence from Malang Soybean Cracker Industry

Abstrak

This study aims to test the effect of entrepreneurial market
orientation (EMO) as the development of entrepreneurial orientation concept.
Particularly, this study tested the dimensions of EMO, namely innovation,
customer orientation, market orientation and entrepreneurial orientation on
marketing performance. To answer the proposed research objectives, this
study applied multiple regression analysis. Self-administered questionnaires
were distributed to one hundred respondents and only 67 questionnaires were
collected. The results of multiple regression showed that innovation has a
positive significant effect on marketing performance. Similar to innovation,
this study indicated that customer orientation has a positive significant effect
on marketing performance. As proposed in the hypothesis, this study found
that market orientation positively affects marketing orientation.
Entrepreneurial orientation as the dimension of EMO shows a significant
effect on marketing performance. After the completion of this study, both
theoretical and practical contribution are provided.