MARKET ORIENTATION IMPROVES B2B MARKETING PERFORMANCE: SERVICE DOMINANT LOGIC

Abstract

The marketing performance of export furniture companies must be improved, as there is still considerable opportunity for growth. The purpose of this study is to develop Service Dominant Logic (SDL) to provide solutions to the research gap between market orientation and marketing performance. The population consisted of 307 export furniture companies. The respondents were managers and owners of furniture industries. The sample was determined using the Slovin formula, resulting in a sample of 171 furniture industries. The sampling technique was carried out using probability sampling with simple random sampling, and the samples were taken by lottery. Based on hypothesis testing, market orientation, customer involvement, and marketing capabilities have a significant effect on marketing performance. This study theoretically impacts the development of the Service Dominant Logic on B2B marketing theory, which states that market marketing orientation, customer involvement, and marketing capabilities influence marketing performance. Market orientation mediated by customer involvement and marketing capabilities significantly improves marketing performance. The limitation of this study is that the sample is only in Jepara Regency. For further research, the sample should be expanded to other areas.