THE INFLUENCE OF MARKET ORIENTATION AND CUSTOMER VALUE ON MARKETING PERFORMANCE IN TOUR AND TRAVEL IN BATAM

Abstract

This study aims to analyze the influence of market orientation and customer value on marketing performance in the tour and travel industry in Batam City. The research method used is a quantitative approach by collecting data through a survey involving tour and travel business actors in Batam. Using saturated sampling techniques and a sample of 198 samples. Data were analyzed using multiple linear regression with the SPSS program. The results showed that market orientation and customer value have a significant positive influence on marketing performance. This finding implies that tour and travel companies that focus on market orientation and create high customer value tend to have better marketing performance..