PENGARUH ORIENTASI PASAR DAN ORIENTASI KEWIRAUSAHAAN TERHADAP KINERJA PEMASARAN YANG DIMEDIASI OLEH KEMAMPUAN KHUSUS PEMASARAN PADA PT. DANO JAYA PLAST INDONESIA

The importance of improving marketing performance in the automotive industry is
needed in order to compete, along with technological developments, changing
consumer trends, and environmental challenges. In line with technological
developments and changes in consumer behavior, automotive companies need to
continuously monitor and measure the effectiveness of marketing strategies. This
research was conducted at PT. Dano Jaya plast Indonesia which is located at Jl.
Science Timur 3 Blok B5B5, Jayamukti. Central Cikarang. Bekasi. West Java. The
sample used in this study was 86 people with total sampling method. Data analysis
was carried out using the Partial Least Square (PLS) method using Smart PLS
software version 3.0. The result of this study is that market orientation and
entrepreneurial orientation have a positive and significant effect on marketing
performance and specific marketing capabilities can mediate market orientation
and entrepreneurial orientation to marketing performance.