摘要：This research aimed to: (1) measure the level of market orientation of freshwater ornamental fish cultivators in West Java production centers, (2) analyze turnover and profits as an indicator of the performance of freshwater ornamental fish aquaculture business in West Java production centers, and (3) analyze the effect of market orientation of fish cultivators on the performance of freshwater ornamental fish aquaculture business in West Java production centers. Primary data were collected through observation and interviews with 240 samples of freshwater ornamental fish cultivators in West Java production centers. Research samples determined by multistage sampling methods. The descriptive analysis and profit and loss analysis were employed to analyze the collected data. Research hypotheses were tested by Spearman correlation. The results showed that the market orientation level of ornamental fish cultivators in West Java production centers was categorized as high. Thus, data mode showed that in 2018 the business made a turnover of Rp216,000,000 and a profit of Rp33,971,333. Market orientation and each of market orientation indicators (market knowledge, consumer orientation, competitor orientation, coordination with labor, and marketing implementation) had a significant and positive relationship to business performance. Consumer orientation was the highest market orientation indicator in the relationship between market orientation and business performance.
关键词：budi daya ikan hias air tawar; orientasi pasar; kinerja usaha
