Effect of Market Orientation on Organizational Performance: The Mediating Role of Entrepreneurial and Innovation Capability Multiple Regression Model: In Oromia Regional State West Guji Zone Coffee Trading and Factory Enterprise’s PLC

Abstract

The study that provides, a conceptual linear Regression Model that introduction to analyses a meditating variables, conditional effect process macro data analysis in behavioral science Business research, and to discuss the concepts of linear regression data analysis to be a Direct influence, indirect influence, Total Influence, conditional Influence, and the indexed of mediation result to be providing based on our perspective on certain analysis, and the overall the mediating variable data analysis to be interpreting the multiple linear regression analyses in a model that includes a Mediating influence of EO, Innovational Orientation that affect MO and Organizational Performance to investigate by Macro data process analysis, that influenced multiple linear regression influence depends on Entrepreneurial Orientation, and Innovation mediating data, and to investigate with Process Macro v.4 with SPSS model V.25 that uses data from the Market Orientation to analyse it’s effect with Organizational Performance with mediating role of Entrepreneurial Orientation and Innovation capability by using 380 sample respondents in Oromia Regional state West Guji Zone Coffee Trading and Factories PLC.