The Influence of Market Orientation and Entrepreneurial Orientation on Marketing Performance: Organizational Agility as a Mediator

  • Luthvi Rachman Er Institut Bisnis Nusantara, Indonesia
  • Aloysius Harry Mukti Universitas Bhayangkara Jakarta Raya, Indonesia
Keywords: Market Orientation, Entrepreneurial Orientation, Organizational Ambidexterity, Marketing Performance.



This study aims to determine the impact of market orientation and entrepreneurial orientation on marketing performance mediated by organizational ambidexterity. The unit analysis for this study is employees who work at Bina Insani University, located in Bekasi City, West Java Province. This research uses quantitative methods. The population of this study were 100 Bina Insani University employees. Total respondents are 100 respondents. Data were collected through questionnaires through the census method. Data were analysed using Partial Least Square. This study confirms that market orientation does not influence marketing performance significantly. However, it confirmed the direct impact of positive and significant entrepreneurial orientation on marketing performance. This study also confirms the role of organizational ambidexterity as a mediator in the relationship between entrepreneurial orientation and marketing performance but not in the relationship between market orientation and marketing performance. Thus, Bina Insani University needs to always improve the implementation of its entrepreneurial orientation and organizational ambidexterity to ensure the improvement of its marketing performance.


Adesoga, A. D., & James, A. A. (2019). Channel Strategy and Marketing Performance of Selected Consumer Goods Firms in Lagos State, Nigeria. Academy of Marketing Studies Journal, 23(1), 1–18.

Aftab, J., Veneziani, M., Sarwar, H., & Ishaq, M. I. (2022). Organizational Ambidexterity, Firm Performance, and Sustainable Development: Mediating Role of Entrepreneurial Orientation in Pakistani SMEs. Journal of Cleaner Production, 367, 132956.

Akomea, S. Y., Agyapong, A., Ampah, G., & Osei, H. V. (2022). Entrepreneurial Orientation, Sustainability Practices and Performance of Small and Medium Enterprises: Evidence from an Emerging Economy. Journal of Productivity and Performance Management.

Al-khawaldah, R., Al-zoubi, W., Alshaer, S., Almarshad, M., ALShalabi, F., Altahrawi, M., & Al-hawary, S. (2022). Green Supply Chain Management and Competitive Advantage: The Mediating Role of Organizational Ambidexterity. Uncertain Supply Chain Management, 10(3), 961–972.

Al‐Tabbaa, O., Ciulli, F., & Kolk, A. (2022). Nonprofit entrepreneurial orientation in the context of cross‐sector collaboration. British Journal of Management, 33(2), 1024-1053.

Ali, H., & Li, Y. (2021). Financial Literacy, Network Competency, and SMEs Financial Performance: The Moderating Role of Market Orientation. The Journal of Asian Finance, Economics and Business, 8(10), 341–352.

Alshaer, S. A. (2020). The Effect of Strategic Vigilance on Organizational Ambidexterity in Jordanian Commercial Banks. Modern Applied Science, 14(6), 82–89.

Bui, T. D., Tsai, F. M., Tseng, M. L., Tan, R. R., Yu, K. D. S., & Lim, M. K. (2021). Sustainable Supply Chain Management towards Disruption and Organizational Ambidexterity: A Data Driven Analysis. Sustainable Production and Consumption, 26, 373–410.

Ferreras-Méndez, J. L., Llopis, O., & Alegre, J. (2022). Speeding up new product development through entrepreneurial orientation in SMEs: The moderating role of ambidexterity. Industrial Marketing Management, 102, 240–251.

Ghantous, N., & Alnawas, I. (2020). The Differential and Synergistic Effects of Market Orientation and Entrepreneurial Orientation on Hotel Ambidexterity. Journal of Retailing and Consumer Services, 55, 102072.

Gözen, A. (2018). The relationship between organizational ambidexterity and family business performance. International Journal of Commerce and Finance, 4(2), 94–107.

Gul, R. F., Liu, D., Jamil, K., Baig, S. A., Awan, F. H., & Liu, M. (2021). Linkages between market orientation and brand performance with positioning strategies of significant fashion apparels in Pakistan. Fashion and Textiles, 8(1), 1–19.

Huang, S. Z., Lu, J. Y., Chau, K. Y., & Zeng, H. L. (2020). Influence of Ambidextrous Learning on Eco-Innovation Performance of Startups: Moderating Effect of Top Management’s Environmental Awareness. Frontiers in Psychology, 11, 1976.

Kazemian, S., Djajadikerta, H. G., Said, J., Roni, S. M., Trireksani, T., & Alam, M. M. (2021). Corporate Governance, Market Orientation and Performance of Iran’s Upscale Hotels. Tourism and Hospitality Research, 21(3), 344-357.

Kazemian, S., Djajadikerta, H. G., Trireksani, T., Mohd-Sanusi, Z., & Alam, M. M. (2022). Corporate Governance and Business Performance of Hotels in Western Australia: Analysis of Market Orientation as a Mediator. Business Process Management Journal.

Khalayleh, M., & Al-Hawary, S. (2022). The Impact of Digital Content of Marketing Mix on Marketing Performance: An Experimental Study at Five-Star Hotels in Jordan. International Journal of Data and Network Science, 6(4), 1023–1032.

Mostafiz, M. I., Hughes, M., & Sambasivan, M. (2021). Entrepreneurial orientation, competitive advantage and strategic knowledge management capability in Malaysian family firms. Journal of Knowledge Management.

Muis, I., & Isyanto, P. (2021). Market Orientation, Transformational Leadership, Partnership Effects on Organizational Performance: Competitive Advantage as a Mediator. Binus Business Review, 12(3), 263–277.

Mutisya, P. M., K’Obonyo, P., Ogollah, K., & Njihia, J. (2020). Organizational Ambidexterity and performance of Large Manufacturing Firms in Kenya. DBA Africa Management Review, 10(5), 23–36.

Nobakht, M., Hejazi, S. R., Akbari, M., & Sakhdari, K. (2021). Exploring the Relationship between Open Innovation and Organisational Ambidexterity: The Moderating Effect of Entrepreneurial Orientation. Innovation, 23(1), Innovation.

Nwankwo, C. A., Eze, U. S., & Kanyangale, M. I. (2022). Effect Of Entrepreneurial Orientation On Performance Of Agro-Processing Small And Medium Enterprises In Anambra State, Nigeria. International Journal of Entrepreneurship, 26(1).

Schulze, A., Townsend, J. D., & Talay, M. B. (2022). Completing the market orientation matrix: The impact of proactive competitor orientation on innovation and firm performance. Industrial Marketing Management, 103, 198–214.

Setini, M., Yasa, N., Supartha, I., & Giantari, I. (2021). The Effects of Knowledge Sharing, Social Capital and Innovation on Marketing Performance. International Journal of Data and Network Science, 5(3), 257–266.

Shafique, I., Kalyar, M. N., & Mehwish, N. (2021). Organizational Ambidexterity, Green Entrepreneurial Orientation, and Environmental Performance in SMEs Context: Examining the Moderating Role of Perceived CSR. Corporate Social Responsibility and Environmental Management, 28(1), 446–456.

Sudarmadji, C. F., Sidharta, H., & Wiryakusuma, I. G. B. Y. (2020). The Effect of Entrepreneurship Orientation and Market Orientation on Marketing Performance of Furniture Home Industry in Sawahan District. Review of Management and Entrepreneurship, 4(2), 95–116.

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif dan R&D (28th ed.). Alfabeta.

Ubeda-Garcia, M., Rienda, L., Zaragoza-Saez, P. C., & Andreu-Guerrero, R. (2021). The Impact of Knowledge Management on the Internationalization, Organizational Ambidexterity and Performance of Spanish Hotel Chains. International Journal of Contemporary Hospitality Management, 33(5), 1507–1531.

Uchenna, E. B., Sanjo, O. M., & Joseph, F. (2019). Entrepreneurial Orientation and Micro, Small and Medium Enterprises (MSMEs) Performance in Abia State, Nigeria. Covenant Journal of Entrepreneurship.

Wiyono, G. (2020). Merancang Penelitian Bisnis dengan Alat Analisis SPSS 25 & SmartPLS 3.2.8 (Edisi Kedu). UPP STIM YKAPN.

How to Cite
Er, L. R., & Mukti, A. H. (2023). The Influence of Market Orientation and Entrepreneurial Orientation on Marketing Performance: Organizational Agility as a Mediator. International Journal of Science and Society, 5(3), 238-256.