The Effect of Organizational Transformation and Organizational Culture on Product Performance with Market Orientation as a Mediation Variable

Abstract

The purpose of this research is to develop the concept of product performance, which is influenced by organizational transformation and organizational culture, and is mediated by market orientation. This research uses a quantitative approach, using the sampling method of stratified proportional random sampling, with a sample size of n = 216 employees. The analytical methods used are Important Performance Analysis and SEM—WarpPls. The results of this study indicate that organizational transformation and organizational culture have a significant effect on market orientation, but they have no significant effect on product performance. Moreover, market orientation has a significant effect on product performance. This study combines research variables comprehensively so as to determine the complete relationship between research variables. The novelty of this study is to identify the complete mediating effect of market orientation on the relationship between organizational transformation and product performance.