Peran Market Orientation dan Customer Orientation dalam  Meningkatkan Business Performance melalui Competitive  Advantage pada Pedagang Pasar Tradisional Berkonsep Modern  di Tangerang Selatan

Muhammad Raditya Firmansyah; Agus Usman

doi:10.47709/jebma.v6i3.9741

Authors

Muhammad Raditya Firmansyah Universitas pembangunan Jaya
Agus Usman Universitas Pembangunan Jaya

DOI:

https://doi.org/10.47709/jebma.v6i3.9741

Keywords:

Keunggulan Bersaing, Kinerja Usaha, Orientasi Pelanggan, Orientasi Pasar, Pedagang

Abstract

Persaingan usaha pada sektor perdagangan menuntut pelaku usaha untuk memahami dinamika pasar dan kebutuhan pelanggan guna mempertahankan keunggulan bersaing dan kinerja bisnis. Market orientation dan customer orientation menjadi aspek penting dalam mendukung pencapaian kinerja, meskipun pengaruh keduanya dapat bergantung pada kemampuan usaha dalam membangun keunggulan bersaing. Riset ini bermaksud untuk menelaah dampak market orientation dan customer orientation bagi business performance, baik secara langsung maupun tidak langsung melalui competitive advantage pada pedagang Fresh Market Bintaro. Riset ini memakai pendekatan kuantitatif dengan melibatkan 150 partisipan yang dipilih melalui teknik purposive sampling. Informasi dihimpun memakai kuesioner berskala Likert dan ditelaah menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Capaian riset memperlihatkan bahwa market orientation dan customer orientation berdampak positif dan berarti bagi competitive advantage. Competitive advantage juga berpengaruh positif dan berarti bagi business performance. Sebaliknya, pengaruh langsung market orientation dan customer orientation terhadap business performance tidak signifikan. Pengujian pengaruh tidak langsung menunjukkan bahwa competitive advantage secara signifikan memediasi hubungan market orientation dan customer orientation bagi business performance. Competitive advantage berperan sebagai mekanisme mediasi yang menghubungkan orientasi pasar dan orientasi pelanggan dengan kinerja bisnis. Temuan ini menegaskan bahwa pemahaman terhadap pasar dan pelanggan perlu diterjemahkan menjadi keunggulan bersaing agar dapat mendukung kinerja bisnis pedagang Fresh Market Bintaro.

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