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PENGUJIAN PERAN MANAJEMEN PUNCAK, DINAMIKA ANTAR DEPARTEMEN DAN SISTEM ORGANISASI PERGURUAN TINGGI PADA MODEL ORIENTASI PASAR
Abstract
Penelitian ini ditujukan untuk membangun sebuah model yang
menggambarkan hubungan antara orientasi pasar dengan manajemen puncak, dinamika antar departemen dan sistem organisasi sebagai antecedents orientasi pasar dan kinerja institusi sebagai consequence. Pengujian fit model yang dihasilkan dilakukan dengan menggunakan Structural Equation Modelling. Data dikumpulkan dengan menggunakan self administrated questionanire yang disebarkan kepada 300 pengelola program studi S1 pada PTN dan PTS di Sumatera Barat, Jambi, Riau dan
Batam dengan menggunakan purposive sampling method, dengan tingkat
pengembalian sebesar 59%.
Temuan penelitian ini sejalan dengan pendapat Flavia'n dan Lozano (2006) tentang hubungan positif antara Manajemen Puncak dengan Orientasi Pasar. Selain itu, kajian ini juga mendukung hasil penelitian sebelumnya (Qureshi 1989; 1993; Caruana, Ramaseshan & Ewing 1998, serta Yeni 2007) yang menyatakan bahwa Orientasi Pasar memiliki hubungan positif dengan Kinerja Institusi. Namun demikian hasil penelitian ini berbeda dengan Flavian dan Lozano (2006) yang menemukan Dinamika antar Departemen memiliki hubungan positif dengan Orientasi Pasar, dan Sistem Organisasi memiliki hubungan positif dengan Orientasi Pasar. Secara ringkas hasil penelitian mengindikasikan bahwa dari tiga faktor internal organisasi yang dikatakan berhubungan positif dengan orientasi pasar oleh Flavia'n dan Lozano (2006), hanya manajemen puncak yang ditemukan berhubungan positif dengan Orientasi Pasar. Oleh sebab itu dapat direkomendasikan agar manajemen puncak selalu mendorong setiap aktivitas pengajaran dan selalu memperhatikan, mempertimbangkan, serta merespon trend yang sedang terjadi agar dapat mewujudkan institusi yang berorientasi pasar.
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DOI: https://doi.org/10.30596/jrab.v12i2.140