DO MARKET ORIENTATION HAVE IMPORTANT ROLE IN ACHIEVING ACADEMIC ACREDITATION IMPROVEMENT?

This research aimed to explain the influence of market orientation in achieving quality management process for universities’ performance improvement. This study enriched some important marketing activities (students’ needs, competitive benchmarking) in the success of quality management for universities (innovation in process, continuous improvement, and harmonized supervision quality). There were 101 respondents here, those are the head of study program from some universities. It was a purposive sampling technique used and the data was analyzed with PLS. Market orientation was important as the entrance of quality process improvement. Universities which had market orientation would always enhance the process of quality management so that their department’s performances would gradually improve. It was important to focus on students’ needs and competitive benchmarking as the novelty for research in universities’ quality management process.