Pengaruh Orientasi Pasar Terhadap Kinerja Pemasaran Manggis di Provinsi Sumatera Barat

Muhammad, Zikri (2024) Pengaruh Orientasi Pasar Terhadap Kinerja Pemasaran Manggis di Provinsi Sumatera Barat. S2 thesis, Universitas Andalas.

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Abstract

This study is based on the importance of export market orientation in improving marketing performance. This study aims to describe the conditions of export market orientation and marketing performance of mangosteen commodities in West Sumatra Province and to analyze the effect of export market orientation on marketing performance of mangosteen commodities in West Sumatra Province. The research method used is descriptive research method and explanatory method. Samples of mangosteen farmers and mangosteen exporters were determined using the Slovin formula with a total sample of 99 samples. Data were obtained by distributing questionnaires using a Likert scale. Data analysis used is descriptive analysis and quantitative analysis with the Partial Least Square (PLS) approach using the SmartPLS 4.0 application. Based on the research conducted, it can be seen that Mangosteen farmers and exporters in West Sumatra Province are already export market oriented with a variable value of 3.66 by meeting the values of customer orientation, competitor orientation and interfunctional coordination and mangosteen farming and packing houses in West Sumatra Province have good marketing performance with a variable value of 3.66 by meeting the values of sales volume, customer growth and profit growth. The results of the test of the influence of export market orientation on marketing performance show that export market orientation has a positive and significant effect on mangosteen marketing performance in West Sumatra Province.

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