MARKET ORIENTATION’S ROLE IN IMPROVING MARKETING PERFORMANCE THROUGH COMPETITIVE ADVANTAGE

Abstract

          Marketing performance is an achievement measure gained from entirely marketing activities of the organization.  The purpose of this study to analyses the aftereffect of market orientation on marketing performance through competitive advantage. Type of the study is explanatory research. Research samples are 82 palm oil  distributors  by using total sampling technique. Analysis in this study use Partial Least Square (PLS) analysis. Analysis result proved that  Market Orientation has significant effect on competitive advantage however does not affected significant on Marketing performance, while competitive advantage has significant effect on marketing performance.