The Role of Market Orientation and Creativity in Affecting the Marketing Performance of Market Traders in Aceh Market Banda Aceh City

In the current state of the modern economy, conditions have changed, the emergence of competition in the business world is unavoidable. With competition, business people must be more observant in reading opportunities and threats. A business can be successful if it successfully pays attention, retains and grows customers. Basically, the purpose of establishing a company is to get maximum profit. Therefore we need a smooth marketing. The physical market as a place of concentration of some permanent and non-permanent traders in an open or closed room or a section of road. Furthermore, the retailers grouping occupies buildings with temporary, semi-permanent or building conditions. Market activities are traditional economic activities that have the characteristics of bargaining between sellers and buyers. Creativity has the ability to develop new ideas from ideas that are already owned and sourced from the consumer. Creativity will be to shape useful innovations. The Aceh Market is one of the modern traditional markets under the management of the Market Technical Implementation Unit (UPTD) of the Market in accordance with Mayor Regulation Number 39 of 2011 concerning the Organizational Structure and Work Procedure of the Market Technical Implementation Unit (UPTD) of the Banda Aceh City Cooperative and SME Trade Industry Office . The Phase I Atjeh Market was inaugurated on May 15, 2009, while the Phase II Atjeh Market was inaugurated by the Indonesian Minister of Trade on July 16, 2013 The Atjeh Market was managed according to the Regional Public Service Board Financial Management Pattern (PPK-BLUD) in accordance with Minister of Domestic Affairs Regulation No. 61 Year 2007 Concerning Technical Guidelines for Financial Abstract


I. Introduction
In the current state of the modern economy, conditions have changed, the emergence of competition in the business world is unavoidable. With competition, business people must be more observant in reading opportunities and threats. A business can be successful if it successfully pays attention, retains and grows customers. Basically, the purpose of establishing a company is to get maximum profit. Therefore we need a smooth marketing.
The physical market as a place of concentration of some permanent and non-permanent traders in an open or closed room or a section of road. Furthermore, the retailers grouping occupies buildings with temporary, semi-permanent or building conditions. Market activities are traditional economic activities that have the characteristics of bargaining between sellers and buyers. Creativity has the ability to develop new ideas from ideas that are already owned and sourced from the consumer. Creativity will be to shape useful innovations.
The The location of Aceh Market is very strategic because it is located in the heart of Banda Aceh City. Aceh Market is like a modern market, selling facilities at Aceh Market are also built with the current concept. Besides providing hundreds of stalls on each floor, "Aceh Market is indeed a modern market, but it remains a traditional market owned by the community. The Aceh Market Complex will also be equipped with escalator facilities or road stairs that facilitate links between floors 1, 2 and 3. And will also be equipped with shopping centers, hawker centers, and mushallas and meeting rooms. With this more established facility, Aceh Market traders are asked to comply with all the provisions that have been regulated in controlling and managing the market. there are two interesting things from the development of the Aceh Market, the first is that the building of this market is not on empty land owned by the Banda Aceh City Government in full, but on land owned by the community, private, family, waqaf land and partly owned by the City Government with land consolidation system. "While the second, Pemko has authorized the management of this market with the Regional Public Service Agency system," Based on an initial survey of 96 apparel traders in the Aceh Market in the city of Banda Aceh, shows that it tends to be empty of buyers. This is due to the fact that the customers who are generally middle-income people down with erratic settlements and also customers prefer markets / malls that are more modern and have more complete facilities that provide comfort when they are in the neighborhood, besides modern markets such as Suzuya Mall, and Hermes Matahari The mall also offers discont prices that are very promising to customers so that customers prefer a more modern market than Aceh Market. this has an impact on the low interest of people shopping at the Aceh Market. In summary, the results of the initial survey can be seen from the results of the distribution of the questionnaire in From table 1 above, we can see three questions raised by the author of 96 apparel traders in the Aceh banda Aceh market. The first question related "The results of the sale of apparel continues to increase from time to time" 35 traders stated agree (36.5%) and 61 traders stated disagree (63.5%). Then the second question related "Customers who come and buy continue to grow" 40 merchants said they agreed (42%) and 56 traders said they did not agree (58%). Then the last question related "The profit you get from sales continues to increase" 44 traders stated agree (46%) and 52 traders stated disagree (54%).
The problem above, of course, shows the marketing performance of apparel traders is not good, where from time to time the marketing of apparel traders is compared from previous years. This is certainly a problem for traders if left unchecked will have an impact on the sustainability of the problem itself, so we need factors that can drive marketing performance in apparel traders.
Many factors affect marketing performance, including customer orientation, market orientation, and competitive strategy. Oriented which involves willingness to bind resources and dare to face challenges by exploiting or engaging in business strategies where the possible outcome is full of uncertainty (Novitasari & Zuraida, 2015: 167).
Based on the background of the aforementioned research, the formulation of the problem of this study is how big is the role of market orientation and creativity in influencing the marketing performance of apparel traders in the Banda Aceh City Aceh market.

Marketing Performance
According to Tjiptono (2011) marketing performance is a function that has the greatest contact with the external environment, even though the company only has limited control over the company's environment. Performance is the result that has been achieved from what has been done by the owner or manager in running the business. Marketing performance can be measured by using sales growth, customer growth and product success to measure the impact of the strategy adopted by the company. The company's strategy is always directed to produce good marketing performance and also good financial performance. The company's strategy is always directed to produce good marketing performance and also good financial performance because the business objectives besides creating customers, are also able to get profits.

Marketing Performance Indicators
The implementation of marketing strategy as reported by (Nuseir and Madanat 2015) would end in a positive impact to the customers, as long as the procedures meet the standards. The similar result was also reported by (Londhe in Kusumadewi, 2019) which showed that marketing association was referred to an instrument for marketing and deemed to have a positive impact upon the enhancement on the customer value.
According to Ferdinand (2000: 125) in Nasution (2014: 3) indicators of good marketing performance are stated in four main quantities, namely: sales volume, number of customers, profits, and also sales growth which ultimately leads to corporate profits. 1. Sales volume shows the rupiah or how much the unit is sold. 2. The number of customers shows the progress of a business or an increase in sales. 3. Profits indicate the success or success of an attempt to increase profits. 4. Sales growth shows how much sales contribution dominates the market.

Market Orientation
Market orientation is important for companies in line with increasing global competition and changes in customer needs where companies realize that they must always be close to their markets. Market orientation is a business culture where the organization has a commitment to continue to be creative in creating superior value for customers. On one hand, market orientation can reveal the limitations of new products, which allows redesign actions, but also causes negative feedback on truly innovative products. Emphasis on market orientation which leads to slight product modification can have a positive impact on new product development.

Dimensions of Market Orientation
Market orientation is the most effective and efficient organizational culture in creating the behavior needed to create superior value for customers so that it can produce superior business performance on an ongoing basis. Market orientation includes three dimensions namely Taleghani, et al. (2013).
1. Customer orientation which consists of customer analysis and response to customers. 2. Competitor orientation which consists of competitor analysis and challenging reactions to competitors, 3. Inter-functional coordination consisting of disseminating information, collecting data and utilizing information. Market orientation is an organizational perspective that encourages three main aspects namely (Nuvriasari, et al., 2015: 243):

Market Orientation Indicator
Some indicators used to measure market orientation are customer orientation, competitor orientation, and market information. Narver and Slater as quoted by Alam (2013) Market orientation as a one-dimensional construct consists of 3 behavioral components, namely customer orientation, competitor orientation and coordination between inter-firm functions (interunctional coordination).
Fandy Tjiptono and Gregorius Chandra (2012), stated that market orientation consists of 3 indicators namely customer orientation, competitor orientation and coordination between functions 1. Customer orientation, in this case related to customer commitment, customer value creation, and understanding customer needs. 2. Competitor orientation, in this case, has to do with reacting quickly to competitors' actions, targeting opportunities in competitive advantage. 3. Coordination between functions, in this case relating to the provision of information for customers and customer contact between functions.

Creativity
Creativity is an initiative to a product or process that is useful, true, appropriate and valuable to a task that is more heuristic, that is something that is a guide, guide, or incomplete guide that will lead us to understand, learn, or discover something new Hadiyati , (2011). The creativity of a marketing program is an extension of the actions taken to market a product that illustrates the meaningful differences from marketing implementation. Liany (2003: 17) in Sitohang, S. (2017).

Factors That Influence Creativity
Creativity can be seen from several factors. Creativity factors are the constituent components of creative action. Basically humans have the potentials to be creative, depending on how to develop and grow the creative potential, the characteristics of creative individuals are imaginative, have initiative, have broad interests, are free to think, strong curiosity, want to get new experiences, full of enthusiasm and energetic, confident, willing to take risks and brave in opinion and have self confidence.

Indicator of creativity
Creativity refers to mental processes that involve the emergence of new ideas or ideas, or new relationships between ideas and existing ideas. indicator of creativity that has a low percentage value, namely the indicator of the emergency of new ideas, where this is seen in the low knowledge of the sword in carrying out marketing strategies to approach consumers, the low level of adoption of a down payment system for customers and providing a minimum discoun-ting spending with a certain nominal and the lack of traders in interacting with consumers.
According to Hadiyati (2011) indicators of creativity can be seen from four aspects, namely: 1. Use new ideas to attract customer interest. 2. Pursuing opportunities to increase sales value.
3. Having freedom of thought so that you can think more creatively. 4. Initiative and appropriate decision making.

Framework
Based on the literature review and also previous research, a framework of thought in this study can be arranged as presented in the following figure:

Research Hypothesis
Based on the theoretical review, previous research, and the above frame of mind, the hypotheses in this study are as follows: Ha1: There is a significant influence of Market orientation on the marketing performance of apparel traders in the Banda Aceh Aceh market. Ha2: There is a significant effect of marketing creativity on Marketing Creativity in apparel traders in the Banda Aceh Aceh market. Ha3: joint marketing performance is influenced by Market Orientation and Marketing Creativity for apparel traders in the Banda Aceh Aceh market.

1 Research design
This type of research is associative. Where this type of associative research is to analyze the effect or relationship between independent variables on the dependent variable. Both together (simultaneously), and individually (partial).

Population and Sampling Techniques
The population in this study is clothing traders in the Banda Aceh Aceh Market whose numbers are not known with certainty. Therefore, the population in this study is all apparel traders in the Banda Aceh Aceh market whose numbers are not known with certainty. The sampling technique in this study is non probality sampling with the type of purposive sampling, namely sampling based on predetermined criteria. Respiratory criteria are set as follows: 1. Clothing traders in the Banda Aceh Aceh market. 2. Have been trading for more than 1 year. 3. Minimum age of 20 years.
The determination of the number of samples in this study uses the formula according to the primordial in Widiyanto (2012) as stated below: Where: n = number of samples Z = normal level of distribution at a significant level of 5% = 1.96 Moe = The maximum margin of error is 10% or 0.1 By using a margin of error of 10%, the minimum number of samples that can be taken is: n = 96.04 rounded to 96 Based on the calculation results, the number of samples to be used was 96 respondents.

Scale of Measurement
Research data obtained through questionnaire questions in the form of qualitative are composed in advance to become quantitative data. The quantitative values compiled are performed using a Likert Scale and for one choice assessed (Score) with an interval of 1. The scores (Score) of the choices include 1, 2, 3, 4 and 5. Each value of the choice can be seen the following :

Technique of analysis Data
The data analysis technique used in this study is multiple linear regression analysis which is assisted by statistical data processing applications, namely SPSS version 22. According to Widodo (2016: 9) multiple linear regression analysis is used to measure the effect of variables involving more than one independent variable with respect to the dependent variable. The results of multiple linear regression analysis will determine whether the hypothesis made is accepted will be rejected. The methods used are data testing, hypothesis testing (simultaneous significant test f and significant test individual parameter t) and coefficient of determination R2. Multiple linear regression analysis was used to examine the role of market orientation and creativity on marketing performance in apparel traders in the Aceh banda Aceh market. The results of this multiple linear regression analysis will determine whether the hypothesis made is accepted or rejected. The equations of the multiple linear regression models in this study are as follows: Y = a + b1X1 + b2X2 + e Information : Y = Marketing Performance a = constant b1, b2 = coefficient X1 = Market Orientation X2 = Creativity e = error term

Definition of Variable Operations
The operational definition of a variable is the meaning expressed in the concept, operationally, practically, significantly in the environment of the research object or object being studied. The variables used in this study are the independent variables and the dependent variable. a. Independent variable (Independent variable) Is an influencing variable, which causes the emergence or change of a bound variable. b. Dependent Variable (Dependent Variable) Is the variable that is affected because of the independent variables. As for the operational variables in this study, consisting of independent variables namely Market Orientation (X1) and Creativity (X2) and the dependent variable marketing performance (Y) The details of operational variables can be seen in the following matrix:

Validity test
Validity test is done by using confirmatory factor analysis on each latent variable. Indicators of a variable are said to be valid if they have significant loading factors at (α = 5%). The research instrument is valid unidimensional if it has a value of goodness of fit index (GFI)> 0.90. Ulum, (2013: 28).

Reliability Test
The reliability test shows the extent to which a tool can provide relatively the same results when measuring back on the same subject. The boundary value used to assess an acceptable level of reliability is 0.70, even though that number is not a measure of death (Ulum, 2013: 28).

Characteristics of Respondents
Respondents in this study were apparel traders in Banda Aceh Aceh Market. The number of respondents was 96 people with characteristics based on gender, education, length of entrepreneurship, marital status and income. The characteristics of the demographic classification of respondents are set out in the following table 3: Based on table 4. can be explained that all the variables used in this study were declared valid, so that all questions contained in this research questionnaire were declared valid to proceed to more in-depth research, because the validity value obtained was greater than the critical value Product moment of 0.202 at the significance level α = 5%, so that the data instrument is worthy of further discussion.

Reliability Test Results
To assess the reliability of a questionnaire used, this study uses a reliability test based on Cronbach Alpha which is commonly used for testing questionnaires in social science research. This analysis is used to interpret the correlation between the scale created with the scale of existing variables. Malhotra (2014: 268) states, the acceptable cronbach alpha coefficient or value is above 0.60. For more clearly the value of alpha in each variable is shown in the following table:

Figure 2
From Figure 2. The normal probability plot above shows the normal distribution pattern, the data spreads around the diagonal line and follows its direction so it can be concluded that the normality assumption has been fulfilled.
Apart from looking at graphs, assuming normality can also use the komlogorovsmirnov test. In this test the data is said to be normally distributed if the significance value of komlogorov-smirnov is greater than the predetermined significance value of 0.05. Table 5. Kolmogorov-smirnov test From table 5. Kolmogorov-smirnov test above that all variables in this study can be said to be normal because the value of asymptotic significance is 0.681 greater than the significance value that has been set at 0.05.  Based on table 6. above, it can be seen the tolerance value and VIF for each variable is 0.895> 0.10 and 1.117 <10. Then it can be stated that there are no symptoms of multicollinearity on these variables.

Figure 3
Scatterplot graph in Figure 3. Does not show a particular shape or pattern. Visible point spread randomly and evenly on the X axis or Y, it can be concluded that there was no heteroscedaticity problem in the linear regression model.

Hypothesis test
The hypothesis states that Market Orientation (X1) and Creativity (X2). As a variable contributes to the Marketing Performance of apparel traders in the Aceh Market in Banda Aceh City. The model used to predict this role is:  (2018) Based on the results of computer output through the SPSS program as shown in the table above, the multiple linear regression equation is obtained as follows: Y = 0,572 + 0,491X1+ 0,257X2 From the regression equation above, it can be seen the results of the study as follows: 1) Regression Coefficient (β) • In the research, the constant value is 0.572, which means that if the Market Orientation (X1) and Creativity (X2), are considered constant, then the Marketing Performance of ready-to-wear clothing traders in the Aceh market in Aceh, Aceh, is 0.572 on the Likert scale.
• Market Orientation (X1) regression coefficient of 0.491. This means that every 100% change in the Market Orientation variable will contribute to the Marketing Performance of the Clothing Trader in Aceh Market in the city of Aceh banda as much as 49.1% with the assumption that the Creativity (X2) variable is considered constant. • Creativity regression coefficient (X2) of 0.257. This means that every 100% change in the creativity variable will relatively contribute to the Marketing Performance of the Apparel Trader in the Aceh Market in the city of Banda Aceh by 25.7% assuming the Market orientation variable (X1) is considered constant Based on the results of the above analysis it can be seen that from the two variables studied it turns out that Market orientation variables have a dominant role in improving Marketing Performance in Clothing Traders in Aceh Market in the city of Banda Aceh because a regression coefficient of 49.1% is obtained.

Correlation Coefficient (R) and Determination Coefficient (R2)
To find out how much an increase in linear can be explained through the relationship between variables (correlation). If all the values of these variables can satisfy an equation correctly, then it can be said that there is a perfect correlation in this analysis model. From the SPSS version 22 output it can be seen the degree of relationship between the independent variable and the dependent variable between other variables. Based on the analysis of SPSS data version 22 above, a correlation coefficient of 0.643 is obtained, which means that there is a relationship between the independent variable and the dependent variable of 0.643 or 64.3%. Meanwhile the coefficient of determination obtained with a value of 0.401 means that 40.1% of changes in the Marketing Performance (Y) dependent variable can be explained by changes in Market Orientation (X1) and Creativity (X2) factors. While the remaining 59.9% is explained by other factors beyond the two variables as explained above.

Simultaneous F Test (F test)
The F test shows whether all independent variables (entrepreneurial orientation, market orientation, and competitive strategy) included in this research model have a joint influence on the dependent variable (marketing performance). The results of the F test analysis can be seen in table 9. performance of apparel traders in the Banda Aceh Aceh Market, which means H2 is rejected and H0 is accepted.

V. Conclusion
Based on the results of the discussion above, the following conclusions can be drawn: