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Abstrak ___________________________________________________________________ Hasil uji parsial dan simultan menunjukkan nilai thitung untuk variabel orientasi pasar sebesar 4.057 dengan sig. Hitung sebesar 0,000<0,05, dan kreativitas mempunyai nilai thitung sebesar 4.947 dengan sig 0,000<0,05. Dari hasil tersebut terbukti berpengaruh positif dan signifikan terhadap variabel dependen yaitu kinerja pemasaran, melalui uji F dapat diketahui bahwa kedua variabel independen secara simultan berpengaruh positif dan signifikan terhadap kinerja pemasaran. Angka Adjusted R2 sebesar 0.495% menunjukkan bahwa 49.5. % variabel kinerja pemasaran dapat dijelaskna oleh ke empat variabel dependen dalam persamaan regresi, sedangkan sisanya sebesar 50.5% dijelaskan oleh variabel lain diluar variabel orientasi pasar dan kreativitas yang digunakan dalam penelitian ini. Abstract ___________________________________________________________________ The test results showed partial and simultaneous tcount for market orientation variable for 4,057 with sig. Count of 0.000 <0.05, and creativity have tcount for 4947 with a sig 0.000 <0.05. From these results proved positive and significant effect on the dependent variable is the performance marketing through F test can be seen that these two independent variables simultaneously have a positive and significant impact on marketing performance. R2 Adjusted figures for 0495 show that 49.5%. % Variable marketing performance can dijelaskna by the four dependent variables in the regression equation, while the remaining 50.5% is explained by other variables outside of market orientation and creativity variables used in this study.
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