Pengaruh Strategi Orientasi Pasar terhadap Kinerja Perusahaan (Studi kasus pada Industri Ritel Furniture di Kota Padang)

Abstract

The Covid 19 Pandemic period, from March 2020 to the present. Disrupt company performance in several business sectors in Indonesia. Whether it's small businesses, medium businesses as well as large businesses, even though they are not spared from being affected by the current corona pandemic disaster. In the city of Padang, in addition to basic needs, namely food, secondary needs such as furniture also experienced a decline in demand. Several furniture retail businesses carry out marketing strategy improvement activities to maintain their business performance. One of the company strategies that can be used is a market orientation strategy to improve the company's performance in the future. The company's understanding of the market orientation strategy includes aspects of customers, competitors (Intelligence Generation), good ability to coordinate between functions (Intelligence Dissemination) and provide appropriate responses and responses in formulating the next strategy (responsiveness) within the company. positive and significant contribution to company performance.