Mediating Effect of Learning Orientation on the Relationship of Market Orientation and Performance of Micro Small Medium Enterprises

摘要

This study examines the effect of Market Orientation and Learning Orientation on Performance of Micro Small Medium Enterprises (MSMEs) involved in embroidery in West Sumatera. The positive effect of Market Orientation on Organizational Performance has showed by an impressive numberof previous study. However, there is still lack of research involve Learning Orientation as a mediator on the relationship between Market Orientation and Performance of MSMEs. This study employed a data set drawn from a sample of 144 owners of embroidery firms. Smart PLS result indicates thatMarket Orientation and Learning Orientation have positive effect on Organizational Performance. In addition the higher level of Market Orientation leads the greater level of Learning Orientation. This study also finds valuable information that the effect of Marketing Orientation on OrganizationalPerformance mediated by Learning Orientation. Therefore, four hypotheses proposed are supported.