The Effect of Market Orientation and Sales Forces Innovation on Marketing Performance Through Visit Performance in Pharmaceutical Companies in Jember

Abstract

This paper purpose to examine the influence of market orientation and sales force innovation toward visit performance and marketin performance in pharmaceutical companies in Jember Regency. The type of research was explanatory research. The population were medical detailers (medical representative) in Jember Regency. The number of samples were 120 salespeople from all Pharmaceutical companies in Jember. The analysis method used SEM analysis. The results show that oriented market affect of significant to visit performance. This shows that the better the market orientation, the higher the visit performance. Force Sales Innovation affect as significant on visit performance. It shows that the better aForce Sales innovation, the higher the visit performance. Market of oriented didn’t effect as significant on marketing performance. It shows that the better market orientation does not necessarily improve marketing performance. Force Sales Innovation affect signficant on marketing performance. The better the Force Sales innovation, the higher the marketing performance. The visit performace had a significant effect on marketing performance. The better the performance of the visit, the higher the marketing performance.