The Influence of Market Orientation And Learning Orientation On Performance Through Competitive Advantage: An Empirical Study On Combined Farmer Groups Of The Tidal Area In South Sumatera Province

Abstract

This study was conducted at the Combined Farmer Groups or Gabungan Kelompok Tani (Gapoktan) in Banyuasin, South Sumatera Province. The observed variables were market orientation, learning orientation, organizational advantage, and organizational performance. The relationship between the variables was hypothesized to form a five-line-relationship. The population of this study was all of the Gapoktans in the tidal area of Banyuasin as many as 292. The sampling techniques used in this study was sample random sampling technique, as suggested by Slovin (year?), so that the number of selected Gapoktans as samples was 169. The obtained data was then analyzed using GSCA analysis. The results of the analyses showed that, using both inner and outer model, there was a need to conduct further analysis. The results of the study showed that four lines of the relationships were considered to be significant, while the other was not. The significant relationship lines were the relationship between: (1) the influence of market orientation and organizational advantage, (2) the influence of market orientation and organizational performance, (3) the influence of learning orientation and market orientation, and (4) the influence of organizational advantage and organizational performance. The insignificant line of relationship was between the influence of learning orientation and organizational advantage.

Keywords: Gapoktan, Banyuasin, tidal wetlands, GSCA.