Impact of Market Orientation Strategy on Consumer Satisfaction at Prodia Clinic Mediated by Online Service Innovation

and Web Design Quality

The Goddess of Santika¹

Georgerius Graceallah²

Lie Heng³

Abstraksi

This study aims to determine the influence of market orientation strategies on consumer satisfaction through online service innovation and web design qualityas mediation variables. The purpose of this study isto explain the relationship between the use of market orientation strategies to the creation of consumer satisfaction through the mediation variables of online service innovation and web design quality. The form of research uses associative methods. The population in this study is all consumers of Prodia Clinic Pontianak Branch which is 2,734 people. The sample was determined using the purposive sampling technique with the criteria of consumers who are registered as domiciled in Pontianak City and have been Prodia's subscriber for more than 3 years. Respondents were assigned as many as 160 people using the multivariate technique, analyzed using the SEM method through the AMOS application.From the test results, it was obtained that H₁ was accepted where market orientation had a positive and significant effect on online service innovation, then H₂ was accepted where market orientation had a positive and significant effect on designquality, then H₄ accepted where online service innovation has a positive and significant effect on consumer satisfaction. H₆ was accepted where the variable of online service innovation has an effect in mediatingthe relationship between market orientation variables and the creation of consumer satisfaction.Different results were obtained that H₃ was rejected where the designquality did not have a significant effect on consumer satisfaction, then H₅ was also rejected where market orientation did not have a significant effect on consumer satisfaction.H₇ was rejected where the web design quality variable had no effect in mediating the relationship between the market orientation variable and the creation of consumer satisfaction.

Keywords: Market Orientation Strategy, Consumer Satisfaction, Online Service Innovation, Web Design Quality, AMOS

INTRODUCTION

Prodia Clinic is a pioneering network of health examination laboratory service clinics in Indonesia. The completeness of service that is in accordance with the needs and expectations of consumers is certainly the main key to creating satisfaction for consumers so as to trigger repurchases in the future . The presence of competing laboratory clinics is also a consideration for Prodia to continue to make competitive advantage efforts through market orientation in order to provide satisfaction for consumers and maintain its position in the Indonesian market share (Cahyani, et al., 2023).

Companies that have committed to implementing market orientation strategies must be able to understand the importance of meeting and facilitating diverse consumer desires, pay attention to changes in marketing strategies carried out by competitors and then design strategies that are coordinated with all units in the company so that there is uniformity in the implementation of strategies. There is research that states that the better the implementation of market orientation strategies is carried out, the more satisfaction will increase for consumers (Zahara, 2022). However, different results show that the application of market orientation does not affect the creation of consumer satisfaction because there are other factors that consumers consider, namely service performance and product prices (Cahyani, et al., 2022).

Currently, Prodia Clinic has 152 branches spread throughout Indonesia, this of course requires a wide service network with uniform service standards. Online services are one of the solutions that allow Prodia Clinic to communicate with its consumers and communicate between branches, especially in the exchange of information. Online service innovation certainly has advantages in creating consumer satisfaction where consumers can get the right service without the need to sacrifice time and transportation costs. In addition, online service innovations also allow companies to reach a wider market share (Hamidin, et al., 2025). Improving service performance through service innovation from conventional systems to digital systems or called online is increasingly a necessity for companies in serving and satisfying their consumers. This statement is supported by previous research that states that service innovation to go online has been proven to be able to create increased satisfaction from the consumer side (Prasetya, et al., 2022). However, there are studies that actually state that online service innovation has not been proven to be able to create satisfaction because it still needs to be in line with the performance of physical services with what is promised in online media (Purwanto, et al., 2024).

In performing services online, of course, the use of media displays that are interactive, easy to understand and use, and attractive are very helpful in reaching the audience of market share so that there is satisfaction in using online services. The quality of the design of Prodia Clinic's website is an important thing that must be considered by the company's management because it is a non-face-to-face service door with its consumers. Of course, it is the consumer's expectation where the appearance of the website design gives the impression of the same quality perception as face-to-face services (Zahra, et al., 2024).

A website display that is categorized as quality is a website that is able to answer the needs of the company's consumers and create appropriate benefit values so that consumers feel satisfied. There is research that states that the better the quality of a website's appearance, the more it will trigger trust from the consumer side so that they will be more satisfied with the product (Suryani, 2022).However, the results of other studies state that website quality cannot directly affect consumer satisfaction, but there are several intermediate factors, especially the suitability of face-to-face performance with that informed through the website (Harahap, et al., 2023).

THEORETICAL FOUNDATION

The Relationship of Market Orientation and Online Service Innovation

Market orientation is a strategic mindset where companies prioritize understanding and meetingmarket and consumer needs. As a company engaged in the field of services, it is the duty of management to realize the importance of fostering a business environment that is responsive to market changes and innovative in providing services in creating competitive advantages (Juminawati, et al., 2024). Market orientation is a philosophy in marketing strategy that considers that product sales do not depend on sales strategy alone but rather on how the company is able to control its market (market drive firm), meaning that the company is able to synergize customer orientation with the orientation of its competitors through the search and reaction to market information which is then coordinated with the functions of the company. companies (Maisaroh, et al., 2022). Service innovation activities are one way for companies to continue to make changes in line with changing market needs. The power of service innovation through online instruments provides an acceleration of the identification of consumer needs by companies, so it is very important to use online service innovations in implementing market orientation strategies (Sugiarto & Hargyatni, 2024).

H₁: Market orientation has a positive and significant effect on online service innovation

The Relationship between Market Orientation and Web Design Quality

Companies that are able to design website quality that suits the needs of the right people will certainly create a positive perception and that is in line with customer perception. If the quality of the website design is in accordance with what is the need of consumers, it will certainly create consumer satisfaction (Ibrahim & Ali, 2023).A quality website can be used as a supporting tool for marketing activities with the aim of collecting consumer data, analyzingmarket information, expanding market reach, extending service time, and supporting promotional activities (Yuliato & Nuvriasari, 2025).However, no matter how good the quality of a website is, if it is not accompanied by the ability of the audience to operate the features in it (user friendly), it will not provide benefits for consumers in accordance with the purpose of the website (Saputra & Zhangrinto, 2024).

H₂: Market orientation has a positive and significant effect on web design quality

The Relationship between Online Service Innovation and Consumer Satisfaction

The acceleration of information technology supported by the development of public education allows companies to develop online services , especially in maximizing 24-hour health services. Online service innovation strategies are believed to be able to increase consumer satisfaction because they feel they get a quick response from the company to consumer needs and complaints (Nataya & Yudianto, 2022). Upgrading conventional administrative services to online services that are able to improve service performance will certainly provide real satisfaction so that it can create loyalty from consumers. Through improving the performance of online administrative services , it is certainly able to reduce the factor of human error and loss of consumer data (Prasetya, et al., 2022). Online service innovation is expected to meet consumer needs for services that are increasingly accurate, fast, easy and safe to access, as well as provide service time efficiency for consumers. If this is met, consumer satisfaction will be maximized (Purwanto, et al., 2024).

H₃: Online service innovation has a positive and significant effect on the creation of consumer satisfaction

The Relationship between Web Design Quality and Consumer Satisfaction

Thedevelopment of information technology encourages the advancement of people's thinking as a company's market share to search for product information online because it can save time and be more efficient. The quality of service performance through website media is expected to help companies create consumer satisfaction through accelerating service time (Harahap, et al., 2023). This means that the quality of good web design is not only shown in terms of appearance but also how the display ability generates trust from the audience so that they are confident to use the website (Suryani, 2022). If the quality of the web appearance turns out to be in accordance with the expectations and performance of the service that consumers will receive, then consumer satisfaction will be created immediately.

H₄: Web Design Quality has a positive and significant effect on the creation of consumer satisfaction

The Relationship between Market Orientation and Consumer Satisfaction

The implementation of marketing strategies carried out by the company certainly all aim to create high product sales, satisfy consumers, and continue to buy. A market orientation strategy is a strategy that is considered powerful because it pays attention to both internal factors (coordination between functions) and external factors (customer needs and competitor changes). Companies that are able to harmonize between changes in consumer needs by paying attention to changes in strategies made by competitors and then described in the form of implementing an integrated strategy in all work units will certainly create satisfaction for their consumers (Betaubun, 2022). If the company is not able to contribute these 3 activities, such as focusing more on activities to face competitors, only focusing on increasing sales volume, or not responding to consumer complaints, then it is possible that the application of market orientation will not create consumer satisfaction (Cahyani, et al., 2022).

H₅: Market orientation has a direct effect on the creation of consumer satisfaction

Online Service Innovation Relationship inNature Mediates Market Orientation and Consumer Satisfaction

Online service innovation acts as a crucial mediator in the relationship between market orientation and customer satisfaction. Market orientation, which focuses on understanding and responding to customer needs, encourages organizations to develop relevant and responsive digital service innovations (Kohli & Jaworski, 1990; Hult et al., 2004). Innovations such as mobile applications and omnichannel systems, are able to improve the accessibility and efficiency of customer interactions, which in turn contributes significantly to increased customer satisfaction (Parasuraman et al., 2005; Lin & Hsieh, 2011). Market orientation not only facilitates the development of online service innovations, but also ensures that the innovation effectively meets customer expectations, making online service innovation an important link in improving customer satisfaction (Salunke et al., 2019).

H₆: Online service innovation in mediating the influence of market orientation on consumer satisfaction

Web Design Quality inNature Mediates Market Orientation and Consumer Satisfaction

Market orientation as an organization's strategy in understanding and meeting customer needs through continuous market intelligence (Kohli & Jaworski, 1990) is able to increase customer satisfaction indirectly through the role of web design quality mediator. Market orientation plays a role in driving investment in design elements such as personalization, usability, and digital presence that meet user expectations (Martínez-González & Álvarez-Albelo, 2021; Herhausen et al., 2020), which further enrich the user experience, build trust, and ultimately improve customer satisfaction through two main mechanisms, namely reducing interaction friction and improving the perception of service value (Buhalis et al., 2020).

H₇: Web design quality in mediating the influence of market orientation on consumer satisfaction

RESEARCH METHODS

The form of the research uses the associative method with the aim of explaining the relationship between the use of market orientation strategies and the creation of consumer satisfaction through the mediation variables of online service innovation and web design quality. The population in this study is all consumers of Prodia Clinic Pontianak Branch which is 2,734 people. The sample was determined using the purposive sampling technique with the criteria of consumers who are registered as domiciled in Pontianak City and have been Prodia's subscriber for more than 3 years. Respondents were assigned as many as 160 people using the multivariate technique.Respondents' responses wereobtained from the distribution of questionnaires and interview results, then measured by the Rating Scale and analyzed using the SEM method through the AMOS application.

Table 1. Operational Definitions and Research Indicators

RESULTS AND DISCUSSION

This study was declared valid and reliable through a validity and reliability test which can be seen at the Average Variance Extract (AVE) value is above 0.50 for the validity and construct reliability (CR) of the variable in the table is above 0.70. The following are the results of the AVE calculation and CR value.

Table 2. Construct reliability and Variance Extract of Endogenous Constructs

Source: Data oland, 2025

Based on the output of the table above, to find out the validity of each indicator in this study, it can be seen at the Average Variance Extra c t (Average Variance Extract). Nilai cut of value of 0.50. The AVE values of each variable are the orientation of the target is 0.613, the variable of online service innovation is 0.628, the variable of web design quality is 0.681 and thevariable of consumer satisfaction is 0.695. CR or Construct Reliability or the calculation of construct reliability from endogenous constructs. TheCR of the variables of pasar, online service innovation, web design quality and consumersatisfaction has a value above the cut of value, which is 0.70.

Figure 1. Results of Full Model Path Analysis of Orientation Variables Through Online Service Innovation and Web Design Quality toConsumer Satisfaction

(After Modification)

Based on Figure 1, it can be concluded that the results of the analysis are fit, with the results of the summary of the goodness of fit index test as follows:

Table 3. Goodness of Fit Index Test Results

Source: Data oland, 2025

Based on the output path diagram above, it is known that there is a Chi-Square with df=85 with a Chi-Square value of 85.633 which is smaller than the cut-out-value, which is and has met the GOF criteria. In addition, the probability value has also met the GOF criteria which shows a value greater than 0.05, which is 0.460. The CFI and TLI values respectively showed a value of 0.999 which indicates a value greater than the cut-of-value of 0.95. Then it can be seen at the GFI value, which is 0.933, which means that it meets the criteria, which is greater than 0.90. Sis shown to AGFI that meets the GOF criteria by showing a value that is almost close to or quiteclose to 0.9, which is 0.906. The RMSEA value shows a smaller than the cut-of-value of 0.007 which means it meets the GOF criteria because it is smaller than 0.08

The hypothesis test inthis study used regression weight. If the critical ratio (c.r) value is greater than 1.96 or the value in the estimate column shows a positive result with a p value below 0.05, then it can be said that the exogenous variable hasnoeffect on the endogenous variable. Here is a table of the results of the regression weight:

Table 4. Hypothesis Test Results

From the test results, it was obtained that H₁ was accepted where market orientation had a positive and significant effect on online service innovation, thisresult is in line with the research of Zahara (2022) and the research of Sugiarto & Hargyatni (2024). Then H₂ was accepted where market orientation had a positive and significant effect on designquality, this result is in line with the research of Yuliato & Nuvriasari (2025) and the researchof Dirwan & Themba (2022). Furthermore, H₄ was accepted where online service innovation has a positive and significant effect on consumer satisfaction, this result is in line with the research of Prasetya, et al. (2022) and the research of Prasetya, et al. (2022) and the research of Nataya & Yudianto (2022).

Different results were obtained that H₃ was rejected where web design quality did not have a significant effect on consumer satisfaction, this result is in line with the research of Suryani (2022) and the research of Syam & Kuswanto (2023). Then H₅ was also rejected where market orientation did not have a significant effect on consumer satisfaction, this result is in line with the research of Cahyani, et al. (2022) and the research of Mastarida (2023).

Furthermore, the direct influence, indirect influence, and total influence of the research model are tested as follows:

Table 5. Effects of Direct and Indirect Effects

Based on the results of the direct and indirect effects test, the results were obtained:

Oorientation has an effect of 0.245 with a p-value of 0.806 at a significance level of ≤ 0.05, this means that there is no direct influence between orientation onconsumer satisfaction.

The market orientation to online service innovation has a direct influence of 0.884 with a p-value less than the significance level of p ≤ 0.05, this means that there is a direct influence of porientation on online service innovation. Then theinnovation of online services has an indirect effect of 0.808 on consumer confidence with a p-value of 0.025, which is smaller than the significance level of p ≤ 0.05, this means thatthere is an indirect influence of online service innovation on the economy.consumer discretion of 0.714. It is concluded that orientation can affect consumer satisfactionthrough the mediation of online service innovation.

The orientation of pasar to web design quality has a direct effect of 0.916 with a p value less than the significance level of p ≤ 0.05. Then web design quality has an indirect influence of 0.105 with a p-value of 0.737. This means thatthere is no indirect influence of web design qualityon consumer satisfactionor it can be concluded that orientation cannot affect consumer satisfaction through web design quality mediation.

Sobel teset statictic:2,08338675

One-tailed probability: 0,01860799

Two-tailed probability: 0,03721598

Figure 2. Results of the SobelTest on the Role of Online Service Innovation in Mediating Market Orientation toConsumer Satisfaction

Pthe mediation test using the Sobel Test with the result of testing was 2.08338675with a significance value of 0.03721598. The sobel test has a criterion that the test result of the Z value must be above 1.90 must be below the cut off value of 0.05. Therefore, it can be stated that H₆ is accepted where the variable of online service innovationhas an effect inmediating the relationship between market orientation variables and the creation of consumer satisfaction.

Sobel teset statictic: 0,36212667

One-tailed probability: 0,35862869

Two-tailed probability: 0,71725737

Figure 3. The Results of the Sobel Test on the Role of Web Design Quality in Mediating Market Orientation toConsumer Satisfaction

To prove the influence of web design quality as a mediation variable, mediation testing was carried out using the Sobel Test with a result of 0.36212667with a significance value of 0.71725737. The Sobel test has a criterion that the test result of the Z value must be above 1.90 must be below the cut-off value of 0.05. Therefore, it can be stated that H₇ is rejected where the web design quality variable has no effect inmediating the relationship between the market orientation variable and the creation of consumer satisfaction.

CONCLUSION

Based on the  perspective of Resource-based View (RBV), the quality of web design has a significant role as a mediator in the relationship between market orientation and customer satisfaction, where with superior web designas an intangible asset that meets the criteria of VIRN (Valuable, Rare, Inimitable, Non-substitutable) is able totransform the steps of customer orientation strategy that focuses on understanding market needs into a superior user experience, so that it is not only able to Improving customer satisfaction directly but also creating a sustainable competitive advantage for companies in the digital age.

Meanwhile, from the perspective of Service-Dominant Logic (SDL), online service innovation plays a significant role as a mediator in the relationship between market orientation and customer satisfaction. Service innovation as operant resources that facilitate value co-creation in transforming customer-oriented strategies that are responsive to market needs into participatory and contextual service interactions, so as to not only meet the functional needs of customers but also enrich the experience through the integration of knowledge, technology, and active customer involvement in the process of shared value creation (value co-creation), which ultimately drives sustainable satisfaction through service-based competitive advantage.

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