The Influence of Market Orientation on the Performance of Students' Owned Business in Universiti Utara Malaysia

This study investigates the influence of market orientation on student owned businesses performance in University Utara Malaysia (UUM) main campus. The objectives of the study were 1) to examine the level of market orientation that being practice by students own business in UUM and 2) to determine the relationship between market orientation and business performance among small business in UUM. This study used market orientation itself and its elements that are 1) customer orientation, 2) competitor orientation and 3) inter-functional coordination to find the relationship with business performance and its elements which is profit and sales. Data from 44 students' own businesses in UUM were used to test the relationships and hypothesis level of market orientation with its element by using mean and
correlation analysis. Furthermore, the data of the respondents also being used to find the relationship between market orientation and business performance by using
multiple regression analysis. From the correlation and multiple regression analysis, the result indicates that the level of market orientation that being practice by student
own business in UUM are in a moderate level. Moreover, student own business in UUM are also implementing overall market orientation in their business which can leads them to a better performance in future. Recommendations to improve students' owned businesses were also discussed.