MARKET ORIENTATION, ORGANIZATIONAL CULTURE, AND ENTERPRISE ORIENTATION AFFECT MARKETING PERFORMANCE - (STUDY ON SMALL BUSINESS: FURNITURE IN JEPARA REGENCY)

This study aims to analyze the effect of market orientation on marketing performance, the influence of organizational culture on marketing performance, and the effect of entrepreneurial orientation on marketing performance. The data collection technique used is a questionnaire with the Disproportionate Stratified Random Sampling method is a sampling technique used when the population has members/elements that are not homogeneous and stratified but less proportional. The sample used was 94 respondents. Data were analyzed using multiple linear regression analysis. The results showed that market orientation, organizational culture and entrepreneurial orientation jointly influence marketing performance. Market orientation has a partial effect on marketing performance. Organizational culture has no partial effect on marketing performance. Entrepreneurial orientation has a partial effect on marketing performance.