ABSTRACT: The purpose of study
is to provide valuable information to BPR as Director’s consideration in
conducting strategic operations, in order to be able to stay competitive and
obtain high profitability. There are 141 Rural Bank (BPR) in East Java areas,
which the Directors served as the respondent to the questionnaire. Relationships
among the variables were analyzed using Structural Equation Modeling (SEM.,
AMOS 6), based on primary data available through questionnaire and unstructured
cross-sectional interviews to executive’s of BPR. Result of the analysis showed
that Executive’s Characteristics, Inter-individual relationships, and
Organization system as market orientation antecedent have a significant
positive impact to BPR market orientation. Market orientation itself provided
significant positive impact to BPR’s performance. Market changes as external
factors has significant influence on market orientation and its effect to
performance. Competitive Intensity is proved as external variable which had an
interaction to market orientation effect to BPR’s performance. The impact of
competitive intensity differed when it was perceived as high or low. In the
interaction model, when competition is perceived as low, market orientation
will provide significant positive impact towards performance, and when
competition is perceived as high, market orientation will only provide
insignificant impact. This implied that severe competition may pose threat to
Company’s sustainability. Government policies, as the third external variable
in this research also have significant interaction with internal variables
(market orientation) to deliver performance. Government regulation had not
strengthen the impact of market orientation towards performance, as reflected
on the result of this research, 80 out of 141 respondent (57%) claimed that
many of government policy related with BPR operations had still become a
burden, it’s related to the weakness of BPR.
Keywords: antecedent; market
orientation; performance; external factors
Penulis: Ni Nyoman Suarniki
Kode Jurnal: jpmanajemendd110075
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