The Role Of Technology Orientation To Mediate Market Orientation And Learning Orientation On The Marketing Performance Of Three Star Hotels In Aceh-Indonesia

Abstract

Research Objectives-to determine the relationship between market orientation, learning orientation and marketing performance at three-star hotels in Aceh, either directly or indirectly mediated by technology orientation. The design/methodology/approach- the sample of this study amounted to 209 managerial respondents and employees at three-star hotels, totaling 7 hotels in Aceh. Survey data collection techniques using a questionnaire. The data analysis technique in this study used the Structural Equation Model (SEM).Findings - there is an influence of market orientation on marketing performance of 0.273, learning orientation of marketing performance of 0.398, and the influence of technology orientation on marketing performance of 0.509. The direct effect of learning orientation on technology orientation is 0.406, market orientation towards technology orientation is 0.509. While the indirect effect of each variable can be seen that the indirect effect of learning orientation on marketing performance mediated by technology orientation is 0.207. So it can be concluded that technology orientation mediates the effect of learning orientation on marketing performance. Furthermore, the indirect effect of market orientation on marketing performance mediated by technology orientation is 0.509. So it can be concluded that technology orientation mediates the effect of market orientation on marketing performance.The novelty values in this study are found in technology orientation, where technology orientation is able to mediate between market orientation and learning orientation towards marketing performance at three-star hotels in Aceh.