Maksimalisasi Keunggulan Bersaing : Perspektif Strategi MSDM & Strategi Marketing Pada UKM Industri Pariwisata Di Jawa Timur
Keywords:
Marketing Performance; Competitive Advantage; Tourism Industry; Marketing Strategy.Abstract
Objective: This study aims to examine the effect of spiritual marketing, culture of innovation, quality of work life, rewards on competitive advantage and marketing performance mediated by market orientation and individual performance in Tourism Industry SMEs in East Java. The analysis in this study used Structural Equation Modeling analysis with the help of WarpPls software. This research was conducted on Tourism Industry SMEs in East Java. The results of this study indicate that spiritual marketing, culture of innovation, quality of work life, rewards have a significant effect on market orientation and individual performance. Then, individual performance has a significant effect on competitive advantage and marketing performance. However, market orientation in this study has no significant effect on marketing performance but has a significant effect on competitive advantage. The novelty in this study is to examine the effect of spiritual marketing, culture of innovation, quality of work life, rewards on competitive advantage and marketing performance mediated by market orientation and individual performance in Tourism Industry SMEs in East Java.
