PENINGKATAN KREATIVITAS PEMASARAN DAN KUALITAS NETWORKING BERBASIS ORIENTASI PASAR TERHADAP KINERJA PEMASARAN (Studi Kasus pada CV. Mubarokfood Cipta Delicia Kudus)

Abstract

The purpose of this research is to examine and analyze the effect of market orientation on
performance marketing on the CV. Cipta Delicia Mubarokfood Holy marketing creativity and
networking as an intervening variable. The population is all employees of marketing and sales
distribution in the CV. Copyright Mubarokfood Holy Delivia by 92 employees. Given a population
of only 92 employees, it deserves to be taken as a whole to be sampled, so this study is a census
study. A tool of analysis is path analysis, which previously tested the validity and reliability.
The test results indicate that the market orientation proved to have significant positive effect
on marketing creativity, quality networiking and marketing performance. Creativity marketing
to become an intervening variable between market orientation on performance marketing,
meaning that the higher the market orientation, such as by looking at the frequency of meetings
with customers, interaction with customers, talk about the tactics and strategies of competitors,
convened a meeting to discuss market developments, as well as responsive to changes the price
of competitors, the company can know, understand and address the needs and expectations
of customers, so it takes creativity to improve the performance of the company’s marketing
to the fullest. Quality networking is also proven to be an intervening variable between market
orientation on performance marketing, meaning that the higher market orientation, the company
can know, understand and address the needs and expectations of customers, so it takes the
quality of good networking in connecting with one another in improving performance marketing.

Keywords : market orientation, marketing creativity, quality networking and marketing
performance.