Orientasi Pasaran dalam Industri Kayu Albizia di Indonesia

Capability of world wood market in permeating the products of Indonesian forest product, proven have placed forestry as important sector in national development. Globalization which knock over world have change of producer behavior and consumer. Including industrial marketing of wood in Indonesia. Presence of economic crisis which knock over world have caused all industrial entrepreneur of natural forest wood in Indonesia stay in uncertainly. Existence of Area Autonomy (pursuant to Law of No.2 Year 1999), forest management change from center to sub-province areas, This change is not follow with clear guide. As a result forest management progressively to dissolved. The happening of wild hewing, the increasing of smuggling practice of log, disforesting faster and forest progressively to dissolved. That condition cause of entrepreneur of wood look away from exploiting wood of natural forest up to plant forest wood. Begin to that moment, the plant wood business of Albizia progressively expand. In business of Albizia plant wood have to precisely in chosening Marketing Orientation model. This matter so that may win in competition and may take care of business performance. For that this study chosen model that is Market Orientation. Election of Market Orientation than Albizia wood business aim to recognize surely how far influence of antecedence factors to Market orientation. To recognize surely how far Market Orientation influence to business performance. To recognize surely how far external factors that is market turbulence, market growth, competitif intensity and technology turbulence influence relation between Market Orientation with business performance. This research including of sample study. Number of its population is 182 individual. Number of sample taken 158 individual. This research is including cross sectional study. Study design is descriptive, quantitative, correlational. Its analysis method is regression analysis. The result of this research is shown that there is positive relation and significant between Market Orientation with business performance. If Market Orientation applied hence will happened increase of business performance up to 33.9 percent. There is positive relation and significant between company head with Market Orientation. Company head can increase the value of Market Orientation up to 2.3 percent. There is positive influence but not significant between formalization, departmentalization and centralization of organizational system with Market Orientation. There is negative influence but not significant between interdepartment conflict with Market Orientation. There is positive influence but not significant between interdepartment connected and reward system with Market Orientation. There is positive influence but not significant between market turbulence and market growth with Market Orientation - business performance. There is a positive and significant influence between competitif intensity and technology turbulence with Market Orientation- business performance. Each can increase of Market Orientation value- business performance up to 54.9 percent and 51.9 percent. The application of marketing model of Market Orientation good to executed at industrial business of Albizia wood in Indonesia