Pengaruh Orientasi Pasar terhadap Kinerja Bisnis Usaha Pusat Kebugaran dengan Inovasi sebagai Mediasi
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Abstract
Penelitian ini memiliki tujuan untuk meneliti pengaruh dari orientasi pasar terhadap kinerja bisnis usaha pusat kebugaran di Jakarta Barat dengan inovasi sebagai mediasi. Teknik pemilihan sampel yang digunakan dalam penelitian ini adalah memakai teknik non-probability sampling dengan menggunakan metode purposive sampling. Sampel dalam penelitian ini memiliki jumlah sebesar 80 responden yang merupakan pemilik atau manajemen bisnis usaha pusat kebugaran di Jakarta Barat. Proses analisis data dilakukan dengan menggunakan metode SEM-PLS. Hasil penelitian ini menunjukkan bahwa adanya pengaruh yang positif serta signifikan untuk orientasi pelanggan dan inovasi terhadap kinerja bisnis, serta pengaruh yang signifikan antara orientasi pesaing terhadap inovasi. Namun penelitian ini menunjukkan bahwa terdapat pengaruh yang tidak signifikan antara hubungan langsung orientasi pesaing dengan kinerja bisnis. Tetapi hubungan ini menjadi signifikan jika dimediasi oleh variabel inovasi.
This research aims to examine the influence of market orientation on the business performance of fitness centers in West Jakarta with innovation as mediation. The sample selection technique used in this research was a non-probability sampling technique using a purposive sampling method. The sample in this study consisted of 80 respondents who were owners or management of fitness center businesses in West Jakarta. The data analysis process was carried out using the SEM-PLS method. The results of this research show a positive and significant influence between customer orientation and innovation on business performance, as well as a significant influence between competitor orientation and innovation. However, this research shows an insignificant influence on the direct relationship between competitor orientation and business performance. But this relationship becomes significant if the innovation variable mediates it.
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