The Role of Market Orientation in Mediating the Effect of Internal Marketing on the Organizational Performance of the 'Pabrik Kata-Kata Joger ' During the Covid-19 Pandemic

Abstract

The prolonged Covid-19 pandemic has forced many companies, whether they like it or not, to make various changes (innovations) to the company's strategic management. Internal marketing provides many benefits in achieving marketing success because it is more integrative and sustainable. Market orientation is a corporate culture that can lead to increased marketing performance and retain customers with the aim of creating greater value for customers through efforts to collect information about customer needs. The purpose of this study is to find out and analyze how the role market orientation mediates influence internal marketing and organizational performance at the Pabrik Kata-Kata Joger. The research location is the Pabrik Kata-Kata Joger which is located on Jln. Raya Kuta (without number), Kuta, Bali. The method of determining the sample using non probability sampling namely method purposive sampling. The sample of this research is the respondent who joined the Joger family for at least 2 years with a total sample of 130 respondents. The data analysis technique used is analysis Partial Least Square (PLS) with the settlement method Structural Equation Modeling (SEM). The research results show that internal marketing has a positive and significant effect on organizational performance at the Pabrik Kata-Kata Joger. Internal marketing has a positive and significant effect on market orientation at the Pabrik Kata-Kata Joger. Market orientation positive and significant effect on organizational performance at the Pabrik Kata-Kata Joger. Internal marketing indirectly has a positive effect on organizational performance through market orientation at the Pabrik Kata-Kata Joger.