ANALISIS PENGARUH ORIENTASI PASAR TERHADAP KINERJA ORGANISASI DAN DAMPAKNYA TERHADAP KEUNGGULAN KOMPETITIF SD DAN SMP SWASTA DI KOTA DUMAI
Kata Kunci:
Market Orientation, Organizational Performance, Competitive Advantage, Private School, Orientasi Pasar, Kinerja Perusahaan, Keunggulan Kompetitif, Sekolah SwastaAbstrak
The purpose of this study is to determine the effect of market orientation on organizational performance and its impact on competitive advantage at private elementary and junior high school in Dumai City. The population is all parents/ guardians of private elementary and junior high school students in Dumai City. The total sample is 382 respondents. The data were obtained by using the research questionnaire answered by the respondents. The sampling technique used is simple random sampling. Data were analyzed using SEM (Structural Equation Model) analysis method by using Amos Version 22. Based on the result of regression weight test, it is known that the critical value of the ratio of influence of market orientation toward organizational performance shows that market orientation variables have positive and significant effect on organizational performance variable but in testing the relationship of market orientation to competition of its influence is not significant. While on the variable test of organizational performance and competitive advantage, organizational performance have positive and significant influence to competitive advantage. This study argue that the market orientation and organizational performance must be improved in every private elementary and junior high school in Dumai City so that schools have competitiveness and can compete with other schools.
Tujuan dari penelitian ini adalah untuk menemukan pengaruh orientasi pasar terhadap kinerja organisasi dan dampaknya terhadapa keunggulan kompetitif di SD dan SMP swasta di Kota Dumai. Populasi mencakup seluruh orang tua / wali dari murid-murid SD dan SMP swasta di Kota Dumai. Jumlah sampel mencakup 382 orang. Data didapatkan dengan menggunakan kuesioner yang dijawab oleh seluruh responden. Teknik sampling yang digunakan adalah simple random sampling. Data dianalisa dengan menggunakan metode analisa SEM (Structural Equation Model) yang menggunakan Amos Version 22. Berdasarkan hasil dari uji berat regresi, critical value dari rasio yang mempengaruhi orientasi market terhadap kinerja perusahaan menunjukkan bahwa variabel orientasi pasar memiliki efek positif dan signifikan terhadap variabel kinerja perusahaan, namun dalam pengujian hubungan antara orientasi pasar dan kompetisi, hasilnya tidak signifikan. Sedangkan dalam pengujian variable kinerja perusajaan dan keunggulan kompetitif, kinerja perusahaan memiliki pengaruh positif dan signifikan terhadap keunggulan kompetitif. Penelitian ini menyatakan bahwa orientasi pasar dan kinerja perusahaan harus ditingkatkan di setiap SD dan SMP swasta di Kota Dumai agar sekolah memiliki daya saing dalam berkompetisi dengan sekolah-sekolah lain.
Unduhan
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