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All Journal Bulletin of Community Engagement International Journal of Multidisciplinary Sciences and Arts
Adya Hermawati
Universitas Widya Gama Malang, Indonesia
Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Market Orientation, Entrepreneurial Orientation, and Competitive Advantage of Tourism Villages in Batu City: An Importance-Performance Analysis Adya Hermawati; Armanu Thoyib; Aviv Yuniar Rahman; Triana Dewi Salma; Dwi Farotul Khasanah; Rizki Dwi Ariyanto
Bulletin of Community Engagement Vol. 6 No. 2 (2026): Bulletin of Community Engagement
Publisher : CV. Creative Tugu Pena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51278/bce.v6i2.2769

Abstract

Tourism villages have become a strategic instrument for regional economic development in Indonesia, yet systematic evaluations of their managerial performance remain limited. This study examines the perceived importance and performance of Market Orientation, Entrepreneurial Orientation, and Competitive Advantage in tourism villages across Batu City, East Java, using Importance-Performance Analysis (IPA). Primary data were collected through a structured questionnaire distributed to 1,152 respondents representing 384 Neighbourhood Units (RTs) across 24 villages in three sub-districts of Batu City. Indicators for each variable were assessed on a five-point Likert scale, and importance weights were derived via Principal Component Analysis. Results indicate that all three variables were rated at a good performance level (mean scores 3.90–4.00), with importance weights ranging from 0.53 to 0.75. For Market Orientation, indicators related to understanding tourist needs, market comprehension, destination competitiveness, and service quality maintenance were positioned in Quadrant II (Keep Up the Good Work), signaling sustained strategic strengths. For Entrepreneurial Orientation, long-term vision, business independence, youth engagement, and learning from experience emerged as high-importance, high-performance priorities. For Competitive Advantage, professional tourism management, destination uniqueness, cultural heritage, and continuous innovation were identified as core competitive strengths. No indicators fell in Quadrant I (Concentrate Here), suggesting the absence of critical performance gaps. These findings provide actionable strategic guidance for tourism village managers and policymakers in sustaining and enhancing the competitive position of Batu City as a leading tourism destination in East Java.
Digital Transformation and Innovation Capability Effects on Marketing Performance Fajar Nugroho; Adya Hermawati; Ana Sopanah
International Journal of Multidisciplinary Sciences and Arts Vol. 5 No. 1 (2026): International Journal of Multidisciplinary Sciences and Arts, Article January 2
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v5i1.7813

Abstract

This study examines the influence of digital transformation, innovation capability, social media marketing, and market turbulence on marketing performance among creative economy players in Malang City. It also analyzes the mediating role of social media marketing in the relationship between digital transformation and innovation capability with marketing performance, as well as the moderating role of market turbulence in the relationship between social media marketing and marketing performance.The study adopts a quantitative approach with a cross-sectional design. The population consists of 4,951 creative economy business players in Malang City, with a sample of 196 respondents determined using the Slovin formula. Data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software, including descriptive analysis, validity and reliability testing, and hypothesis testing through bootstrapping.The results indicate that digital transformation has a significant positive effect on marketing performance, while innovation capability does not. Digital transformation and innovation capability significantly improve social media marketing, which in turn has a significant positive effect on marketing performance. Market turbulence has a significant negative effect on marketing performance and significantly moderates the relationship between social media marketing and marketing performance. Social media marketing significantly mediates the effects of digital transformation and innovation capability on marketing performance.
Co-Authors Ana Sopanah Armanu Thoyib Aviv Yuniar Rahman Dwi Farotul Khasanah Fajar Nugroho Rizki Dwi Ariyanto Triana Dewi Salma