Determinant of Market Orientation on SME Performance: RBV and SCP Perspective

NURHILALIA, NURHILALIA (Universitas Hasanuddin, Department of Economics Science)
RAHMAN Kadir, Abdul (Faculty of Economics and Business, Department of Management, Universitas Hasanuddin)
MAHLIA, Muis (Faculty of Economics and Business, Department of Management, Universitas Hasanuddin)
JUSNI, JUSNI (Faculty of Economics and Business, Department of Management, Universitas Hasanuddin)
ADITYA, Halim Perdana Kusuma Putra (Faculty of Economics and Business, Department of Management, Universitas Muslim Indonesia)

NURHILALIA, NURHILALIA, RAHMAN Kadir, Abdul, MAHLIA, Muis, JUSNI, JUSNI, & ADITYA, Halim Perdana Kusuma Putra. (2019). Determinant of Market Orientation on SME Performance: RBV and SCP Perspective. The Journal of Distribution Science(JDS), 17(9), 35-45, https://doi.org/https://doi.org/10.15722/jds.17.9.201909.35

복사

Abstract

Purpose - This study analyzes the relationship between inter-function coordination variables, competitor, customer and innovation orientation that has been developed by Narver & Slater (1990), also known as Market Orientation Strategy on SME Sutera's marketing performance, through direct and indirect effect relationships. Research design, data, and methodology - This study uses a sample of 168 respondents who are silk SME entrepreneurs in eleven Silk Craftsman sub-districts in Wajo Regency - South Sulawesi Province, Indonesia. Data collection using a questionnaire with a period between January - June 2019. Data analysis use PLS. The stages of testing the results of analysis go through several stages: the first stage, analysis of variable descriptions, the goodness of fit model (AVE, CR, Cronbach Alpha, R<sup>2</sup>) and hypothesis test. Results and Findings - From the fifteen hypothesis by direct and indirect effect state six hypothesis are rejected and eleven hypothesis are accepted. Overall, the concepts of Resource Based View theory (RBV) and Structure-Conduct- Performance theory (SCP) also provide a strategic picture for businessmen related to product innovation and service innovation and the urgency of regeneration in order to maintain the continuity of superior products in the future.

keywords: Market Orientation, Market Performance, SMEs

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Vol.17 No.9

Determinant of Market Orientation on SME Performance: RBV and SCP Perspective

Determinant of Market Orientation on SME Performance: RBV and SCP Perspective

Abstract

참고문헌

The Journal of Distribution Science(JDS)