Analisis Faktor-Faktor Yang Mempengaruhi Orientasi Pasar Karyawan PT Nyonya Meneer Semarang

Abstract

The subject of market orientation has been of interest to both researchers and practitioners for several years. The works of Jaworski and Kohli (1993), Pulendran (2000) and Kuada and Buatsi (2005) inspired a substantial literature that empirically examined the antecedents of market orientation. The main objective of this study is to construct a theoretical model to explain the effects of influences oftop managers stresson the importance of market orientation, risk taker attitudes of top management, interdepartmentalalignment, interdepartmentalrelationships, formalization, decentralization and reward systems towards market orientation of employee. The sampling technique used the purposive sampling method. The data was collected from a survey of 100 staff of PT Jamu Nyonya Meneer Semarang. The data analysis was performed with regression equation model and supported by SPSS 19. Statistical test results showed that thepressureof managerson the importance of market orientation, risk takerattitude oftop management, inter-departmental alignment and relationships, formalization, decentralization, formalization and reward systemshave apositive and significant effect onthe market orientation of employees.