The Effect of Market Orientation and Service Quality on Firm Performance of Super Air Jet in Indonesia

Daniel Dewantoro Rumani; Miko Andi Wardana; Andung Luwihono; Prasetyo Iswahyudi

doi:10.59603/ppiman.v4i2.1477

Authors

Daniel Dewantoro Rumani Akademi Penerbang Indonesia Banyuwangi
Miko Andi Wardana Akademi Penerbang Indonesia Banyuwangi
Andung Luwihono Akademi Penerbang Indonesia Banyuwangi
Prasetyo Iswahyudi Akademi Penerbang Indonesia Banyuwangi

DOI:

https://doi.org/10.59603/ppiman.v4i2.1477

Keywords:

Market Orientation, Firm Performance, Service Quality, Super Air Jet

Abstract

This study examines the effect of Market Orientation and Service Quality on Firm Performance in the context of Super Air Jet in Indonesia. A quantitative explanatory, cross-sectional design is proposed with 260 airline passengers selected through purposive sampling. Market Orientation is represented by customer orientation, competitor orientation, and interfunctional coordination, while Service Quality covers tangibles, reliability, responsiveness, assurance, and empathy. Firm Performance is assessed through perceived financial and non-financial indicators. Data are planned to be analyzed using IBM SPSS Statistics 26 through validity and reliability tests, classical assumption tests, multiple linear regression, partial t-tests, a simultaneous F-test, and the coefficient of determination. The source manuscript does not contain completed SPSS output; therefore, this article does not fabricate statistical values or hypothesis decisions. The study framework is intended to explain how market responsiveness and service quality may jointly strengthen airline performance and competitiveness. This study is expected to provide an empirical foundation for airline managers in developing integrated market and service strategies, while also contributing to the literature concerning strategic marketing, service management, and organizational performance in Indonesia’s commercial aviation industry.

References

Allutfi, A. R., et al. (2025). Pengaruh orientasi pasar dan inovasi produk terhadap kinerja pemasaran UMKM makanan ringan di Kecamatan Caringin, Kabupaten Bogor. Jurnal Ilmiah Manajemen dan Kewirausahaan, 4(1). https://doi.org/10.55606/jimak.v4i1.5128

Astarani, P. I., et al. (2025). Peran digital marketing memediasi pengaruh orientasi pasar terhadap kinerja pemasaran UMKM busana adat Bali. Journal of Business, Finance, and Economics (JBFE), 6(1). https://doi.org/10.32585/jbfe.v6i1.6674

Astawa, K. A. Y. (2026). Peran inovasi dalam memediasi orientasi pasar terhadap kinerja UMKM Songket Sidemen Karangasem. Jurnal Manajemen, Bisnis dan Kewirausahaan, 6(2). https://doi.org/10.55606/jumbiku.v6i2.6952

Fitriani, R. D., et al. (2026). Dampak inflasi terhadap keuntungan usaha mikro (UMKM) di lingkungan pasar. Jurnal Riset dan Publikasi Ilmu Ekonomi, 4(2). https://doi.org/10.61132/menawan.v4i2.2162

Hanaysha, J. R., & Al-Shaikh, M. E. (2024). Impact of entrepreneurial orientation, marketing capability, and market orientation on business sustainability and corporate reputation. Discover Sustainability, 5, 273. https://doi.org/10.1007/s43621-024-00401-4

Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1–18. https://doi.org/10.1177/002224299005400201

Law, C. C. H., Zhang, Y., & Gow, J. (2022). Airline service quality, customer satisfaction, and repurchase intention: Laotian air passengers’ perspective. Case Studies on Transport Policy, 10(2), 741–750. https://doi.org/10.1016/j.cstp.2022.02.002

Melani, L., & Marina, M. (2024). Pengaruh orientasi pasar dan jaringan terhadap kinerja usaha industri makanan oleh-oleh. Jurnal Bintang Manajemen (JUBIMA), 2(3). https://doi.org/10.55606/jubima.v2i3.3158

Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20–35. https://doi.org/10.1177/002224299005400403

Park, S., Lee, J. S., & Nicolau, J. L. (2020). Understanding the dynamics of the quality of airline service attributes: Satisfiers and dissatisfiers. Tourism Management, 81, 104163. https://doi.org/10.1016/j.tourman.2020.104163

Powers, T. L., Valentine, D. B., & Kennedy, K. N. (2025). Firm performance and perceptions of market orientation. Journal of Marketing Theory and Practice, 33(2), 254–270. https://doi.org/10.1080/10696679.2024.2305456

Rokkan, A. I. (2023). Market orientation (once again): Challenges and a suggested solution. AMS Review, 13, 71–91. https://doi.org/10.1007/s13162-022-00235-1

Shah, F. T., Syed, Z., Imam, A., & Raza, A. (2020). The impact of airline service quality on passengers’ behavioral intentions using passenger satisfaction as a mediator. Journal of Air Transport Management, 85, 101815. https://doi.org/10.1016/j.jairtraman.2020.101815

Shen, C., & Yahya, Y. (2021). The impact of service quality and price on passengers’ loyalty towards low-cost airlines: The Southeast Asia perspective. Journal of Air Transport Management, 91, 101966. https://doi.org/10.1016/j.jairtraman.2020.101966

Tjahjadi, B., Soewarno, N., Anwar, D. N., & Fairuzi, A. (2024). Effect of human capital and information capital readiness on business sustainability: Do market orientation and business performance matter? SAGE Open, 14(1). https://doi.org/10.1177/21582440231221320