• Shinta Dewi


This aims of this study is to determine the effect of orientation marketing and
product innovation on performance marketing in PT. Novapharin Gresik. This type of
research is survey research and this study uses a quantitative approach. Sampling is done
by using a purposive sampling method that is with certain considerations so that the
number of samples obtained is 100 people. Data was collected using a questionnaire that
had been tested for validity and reliability and carried out classical assumption tests. The
data analysis technique used is multiple linear regression. This analysis model is used to
determine the effect of independent variables on the dependent variable. Empirically The
results of the study show that there is a simultaneous influence of the Orientation
Marketing and Product Innovation variables on Performance Marketing and partially
influence, that Orientation Marketing has a positive and significant effect on Performance
Marketing and Product Innovation has a positive and significant effect on Performance
Keywords: Orientation Marketing, Product Innovation, and Marketing Performance


Akimova, Irina, ( 1999) Atuahene-Gima

(1995),“Development of Market

o rientation and Competitiveness of

Ukrainian Firmâ€,European Journal of

Marketing, p.1128-1146.

Ali Hasan, (2012), Marketing, Penerbit

Erlangga, Jakarta

Amabile, Teresa, M dkk., “Assesing

JMM17 Jurnal Ilmu Ekonomi dan Manajemen

April 2019 , Vol. 06 No. 01, hal. 01-15

ISSN; 2355-7435

The Work Environment for

Creativityâ€, Academy of Management

Journal, p. 1154-1184.

Agarwal, (2015) Bagozzi & Kimmel, 1995

& Michaela Zint, 2015, Comparing

strategic company, Journal Of Research

in Science Marketing , Vol. 39, No.9

PP. 819-844 (2002)

Baker, William E., dan James M. Sinkula,

(2015). “The Synergistic Effect of

Market Oriented and Learning

Organization on Organization

Perfomanceâ€. Journal of The Academy

Marketing Science. p. 411-427.

Bharadwaj, Sundar G, P.R. Varadarajan,

dan Jihn Fahy, 1993, Sustainable

Competitive Advantage in Service

Industries: A Conceptual Model and

Research Propositions, Journal of

Marketing, Vol.57, Oktober, p. 83-99

Calantone, Roger J, Benedetto, C. Anthony

dan Bhoovaraghavan, Sriraman, 1994.

“Examining the Relationship between

Degree of Innovation and New

Product Succesâ€, Journal of Business

Research, p. 143 – 148.

Clark, 2011; dan Gao, (2012),

Individual Marething and the large

corporation. Inc.

K.H.Vesper (Ed.), Frontiers of

Marketing Research (pp. 443– 450).

Wellesley, MA: Babson College.

Cooper , Robert G., 2000. “Product

Inovation and Technology Strategyâ€,

Journal Research Technology

Management, p. 38 -41.

Craven, David W, 1996. “Pemasaran

Strategisâ€, Jilid 1, Suatu

Terjemahan, Erlangga, Jakarta.

Day, G. S., & Wensley, R. (2012).

“Assesing Advantage : A Framework

for Diagnosing Competitive

Superiorityâ€, Journal of Marketing, p.


Despande, R., Farley, J. U., &

Frederick E. Webster, J. (2012),

“Coorporete Culture , Customer

Orientation , and Innovativeness in

Japanesse Firmâ€, Journal of Marketing,

p. 23-27.

Ellis Bareta (2015) Market Orientation: A

Meta-Analytic Review and Assesment

of Its Antecedents and Impact on

PerformancePermission based Mobile

Marketing. Journal market, Vo. 18.

(3), 242-259.

Ferdinand, Augusty., (2 0 1 2 ) a.

“Manajemen Pemasaran : Sebuah


Strategyâ€. Research Paper

Serie. No. 01 Program Magister


Universitas Diponegoro.

Gatignon, Hubert dan Jean – marc

Xuereb, 1997, “Strategic Orientation

of The Firm and New Product

Performanceâ€, Journal of Marketing

Research. 77 – 79

Hair , Joseph F. JR., Rolph E.

Anderson, Ronald L. Tatham,

William C. Black, 1995. “Multivariate

Data Analysis With Readingsâ€, 4


Edition, Prentic

Han, Jin K, Narnwoon Kim,and

Rajenbdra K Srivastava, ( 1998), “

Market Orientation an Organization

Performance: Is Innovation Missing

Link?†Journal of Marketing . p. 42 –

Hunt, J. B., and Wallace, J. 1997. “ A

Competence – based approach to

Assesing Managerial Performance in

Australian Contextâ€, Asian Pacific

Journal of human Resources,p. 52 –

Han., Jin K. Srivastara., 1998,

“Contomer-led and Market Oriented

Let’s Not Confuse The Twoâ€,

Strategy Management Journal. pp.


Jain dan Bhatia (2012), Customer Service,

Entrepreneurial Orientation, and

Performance: A Study in Helath Care

Organizations in Hongkong, Italy, New

Zealand, the United Kingdom, and the

USA. Journal of Applied Management

and Entrepreneurhips, Vol. 11 No. 4,

, pp. 33-48

Jaworski,B.J., & Kohli, A. K. 1993.

“Market Orientation : Antecedents

and Consequencesâ€, Journal of

Marketing, p. 53-70

JMM17 Jurnal Ilmu Ekonomi dan Manajemen

April 2019 , Vol. 06 No. 01, hal. 01-15

ISSN; 2355-7435

Kara, (2015), Management Startegic pada

bidang industri manufacturing , Prth

press, Jakarta

Li, Tiger dan Calantone , Roger J,

“The Impact of Market

Knowledge Competence on New

Product Advanrage: Conceptualization

and empirical Examinationâ€,

Journal of Marketing, p. 13 – 29

Lukas, Bryan A., and O.C. Ferrel., 2000.

“The Effect of Market Orientation

onProduct Inovationâ€. Journal of The

Academy Marketing Science. No. 2

Vol. 28 p. 239-247

Narver, J. C., & Slater , S. F. (1990). “The

Effect of Market Orientation on

Business Profitabilityâ€, Journal of

Marketing. Pp.20 – 35.

Narver, J. C., & Slater , S. F. (1995).

“Market Orientation and The

Learning Organization â€, Journal

of Marketing. p.63 – 74.

Manado & Michel, Darroch (2015)

Customer Service, Orientation market,

and Performance: A Study in Helath

Care Organizations in Hongkong, Italy,

New Zealand, the UniSmall and

Medium-Sized Firms: The Role of

Work Status, Organizational Climate,

and Entrepreneurial Orientation.

Journal of Small Business

Management, Vol 45 Nol 4, 2007, pp.


Pelhan, Alfred M., (2 0 1 3 ) . “Mediating

Influensure on The Relationship,

Between Market Orientation anf

Profability in Small Industry Firmâ€.

Journal of Marketing Teory and

Practice, Sumer, 55-76.

Porter, Michael, E., 1990, “Competitif

Strategyâ€, The FreePress, New York.

P. 20. Robert, F.

Hurley and G. Thomas, M. Hult.,

Innovation, Market


and Organization Learning : An

Integration and Empirical

Examination†Journal of Marketing.

Vol. 62 Juli 1998. Pp. 42-54.

Sandy d, Jap. 1999., “Pie-Expansion

Efforts : Collaboration Processes in

Buyer Supplier Relationshipâ€. Journal

of Marketing Research Vol.

XXXVI November 1999, pp 461475.

Siti malakorn dan Hartn michel, (2015)

Strategic Marketing the company

manufacturing of China, Jounal

Marketing Research, Vol. 1 Feb, 2015

Slater, S. F. and Narver, J. C., 1995,

“Market Orientation and The

Learning Organizationâ€. Journal of

Marketing. Vol. 59 p.63-74.

Tersine dan Harvey, ( 2011) Individual

entrepreneurship and the large


K. H.Vesper (Ed.), Frontiers of Marketing

Research (pp. 443 : 450).Wellesley,

MA: Babson College.

Wahyono, 2012, Orientasi Pasar dan

Inovasi: Pengaruhnya Terhadap

Kinerja Pemasaran, Jurnal Sains

Pemasaran Indonesia, Vol.1, No.1,


William E, Baker, James M, Sinkula,

, “Learning Orientation, Market

Orientation and Innovation :

Integrating and Extanding Models of

Organization Perfomanceâ€. Jounal of

Marketing Focused Management,4,


William E, Baker, James M, Singkula,

Market Orientation, Learning

Orientation and Product Innovation :

Delving into The Organization’s

Black Box. Jounal of Marketing

Focused Management, pp. 5-23.

How to Cite