Model Orientasi Pemasaran Dalam Organisasi Bukan Bermatlamatkan Untung : Satu Kajian Di Organisasi Sekolah-sekolah Kerajaan

This research was developed to determine the level of marketing orientation in non-profit organization by using a marketing model for profit organization as a measurement tool. The non-profit organization chosen as population
for this research are schools that are fully sponsored by government in the state of Kedah Darul-Aman. The marketing orientation model used was generally accepted as a strategic weapon in search of competitive advantage and in achieving consumer satisfaction. Schools on the other
hand, as a non-profit organization should make an attempt to adapt to the new wave. This is to maintain school good will and further enhance customer’s satisfaction and school discipline. Information was gathered through questionnaires distributed personally to respondents. A sample size of 382 students in form 4 and 5 were selected from ten urban and rural schools as the research respondents. The questionnaire consists of several components including student’s wants, infrastructure of the school, education service, student’s expectation and organization relationship with the external environment and customers. Data was analyzed using descriptive and inferential statistics. The data show that a positive and significant relationship exists between components mentioned above and marketing orientation. The hypothesis test indicates that the entire null hypothesis cannot be accepted. On the other hand, regression test shows that the organization relationship is the main factor that contribute to the marketing orientation followed by school infrastructure’ education service, customer’s wants and lastly customer’s expectation. This gives us insight that the culture of marketing orientation had exist to a certain extent in secondary schools in Kedah. Implication of the results of study are discussed.