The impact of market orientation on entrepreneurial performance at CV MUTIARA ABADI IN MEDAN

Ganda putra n, Hutama (2018) The impact of market orientation on entrepreneurial performance at CV MUTIARA ABADI IN MEDAN. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

CV Mutiara Abadi is a company that engaged in land clearing service since 2009. The aim of the company is to ensure customer satisfaction, as well as achieve and maintain the competitive advantaage. The company believe that by ensuring the customer satisfaction, the company can maintain and increase the market share. The purpose of this research is to reveal and analyse the impact of market orientation on entrepreneurial performance at CV Mutiara Abadi. This research is done with quantitative approach. The methods are used in this research are the descriptive and correlational. The population and sample in this research are the customers of CV Mutiara Abadi. The population of this research is 172 customers and the population is 120 customers. The analysis method used are validity test, correlation test, determination test and hypothesis testing with Z-test. The result of the validity test is more than 0.3. The result of the reliability shows that the Cronbach Alpha is 0.966 for the X variable and 0.959 for the Y variable. The result of the normality test for the X variable is 0.510 and the Y variable is 0.314. The result of the correlation test is 0.832. The linear equation is Y = 4.047 + 1.411 X. The value of the Z-count for this research is 9.07. The recommendation for this research is that the company should conduct the implementation of market orientation in form of customer orientation, competitor orientation and internal business process. The company should also enhance the company’s ability to interact within business network by building relational capabilities.

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