ABSTRACT: The objective of
this research is to analyze the effect of entrepreneurship orientation toward
market orientation and cooperation performance. The research population is
primary cooperation in Palu, that include 70 primary cooperations which is
still active in operation until year of 2009, with the CEO from every
cooperation as a respondents. Validity and reliability of the research
instrument were tested through Second Order conformatory factory analysis (CFA)
and path analysis is used to test research hypothesis. Research result shows
that: (1) Entrepreneurship orientation affect cooperation performance (2)
Entrepreneurship orientation affect market orientation (3) market orientation
affect cooperation performance (4) Entrepreneurship orientation affect
cooperation performance through market orientation. The implication of this
research, is how to integrate entrepreneurship orientation and market
orientation as an effort to improve cooperation performance.
Keywords: Entrepreneurship
orientation, market orientation, cooperation performance
Penulis: Risnawati ,
Noermijati
Kode Jurnal: jpmanajemendd110052
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