PENGARUH ORIENTASI PASAR DAN NILAI PELANGGAN TERHADAP KINERJA PEMASARAN MASKAPAI PENERBANGAN LION AIR
ABSTRACT: The purpose of this
research was to determine the effect of market orientation, customer value to
business performance air.Populasi Lion airlines in this study are all service users
Airlines Lion Air in the town of Jambi, while the sample is 100 respondents.
The sampling technique was purposive sampling. Types of data used are primary
data with questionnaire data collection methods. The analysis tool used is
multiple regression. Theresults of this study are: market orientation and
customer value and significant positiveeffect on performance marketing, is seen
from the results of 8892 t count> t table orsignificance <0.05, meaning
that if the management's commitment towards marketorientation and customer
value creation, performance marketing is increasing. Market orientation has
positive and significant impact on performance marketing, is seen from the
results of t count> t table or significance <0.05, meaning that if
committed in the implementation of market orientation, the better, then it will
increase marketing performance. Significant customer value and
kinerjapemasaran, is seen from the results of 7278 t count> t table or
significance <0.05, meaning that if a high customer value creation,
performance marketing will increase. The coefficient of determination of 0.620 (adjusted
R Square), indicating that the market orientation (X1), customer value (X2), can
explain simultaneously the Lion Air business performance by 62%, while the remaining
38% is influenced by other variables not examined .
Penulis: Sukma Bakti, Harniza
Harun
Kode Jurnal: jpmanajemendd110332
