This study aims to determine the influence of market orientation retensi pelanggan at hotel muria semarang. The methods of data collection in this study were questionnaires, interviews and study of literature. The sampling technique used was purposive sampling technique. This study took 97 respondents. Data analysis techniques used in this research were validity and reliability test, classical assumption test, multiple linear regression, t test, F test, and coefficient of determination. Results of data processing in this study were done by using SPSS version 20. Results of multiple linear regression analysis shows regression equation Y = 0,211 X1 + 0,422 X2 + 0,224 X3 + e In addition, the F test result of 36,601 which was bigger than F table was 2,70 . It can be concluded the variable Customer Orientation (X1), Competitor Orientation (X2) and interfunctioinal Coordination (X3) had a significant influence to Customer Retention (Y). The T test result the variables variable Customer Orientation (X1), Competitor Orientation (X2) and Interfunctional Coordination (X3) was bigger than T table and had a significance less than level segnificance of 0,05. So, it can be concluded the variable Customer Orientation (X1), Competitor Orientation (X2) and Interfunctional Coordination (X3) had a positive and significance influence to Customer Retention (Y). The most influence variable is Orientasi Pesaing (X2) with the highest regression coefficient of 0,422. Coefficient of determination in this research was equal to 0,527, which means that Customer Orientation (X1), Competitor Orientation (X2) and interfunctional Coordination (X3) variable were influenced by 53% while the rest was influenced by other variables not examined and does not fall under the purview this research.