Title:
EXPLORE THE ROLE OF STRATEGIC ORIENTATION AND INNOVATION STRATEGY ON BUSINESS PERFORMANCE: A CASE STUDY ON PROPERTY INDUSTRY INDONESIA

Authors:
Ronny Firdiansyah Arief, Farida Jasfar ,Willy Arafah, Indonesia

Abstract:

The purpose of this study is to explore the role of strategic orientation (market orientation and entrepreneurial orientation), innovation strategy on the performance of the property business in Indonesia. The data analysis method used in this study is Partial Least Square Structural Equation Modeling (PLS-SEM) with the help of SmartPLS Program version 3. The sample of this study involved 307 respondents with the position of CEO, director or project manager in a property company. The results of this study are that entrepreneurial orientation can directly affect the improvement of the developer business performance, while the market orientation that has been applied by the developer is not found to have a significant effect on business performance. While the innovation strategy towards market orientation and entrepreneurial orientation succeeded as a good moderation in improving business performance. The contribution of this research emphasizes the role of exploring strategic orientation and innovation strategies that must be understood by housing developers in policymaking to produce maximum business performance with available resources.