Article Per Year (5 Year)
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This Author published in this journals
All Journal JBMR: Journal of Business and Management Review
Bolot Wiji Prasetiyo
Majoring in Sharia Economics, Faculty of Islamic Economics and Business, IAIN Salatiga, Salatiga, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Product Innovation, Marketing Strategy, and Entrepreneurship Orientation on Sharia Hotel Marketing Performance in the Covid-19 Pandemic Period with Competitive Advantage as an Intervening Variable Bolot Wiji Prasetiyo; Imanda Firmantyas Putri Pertiwi
Journal of Business and Management Review Vol. 2 No. 9 (2021): (Issue-September)
Publisher : Profesional Muda Cendekia Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47153/jbmr29.2122021

Abstract

This study aims to determine the effect of product innovation, marketing strategy, entrepreneurial orientation on the marketing performance of sharia hotels during the Covid-19 pandemic with competitive advantage as an intervening variable. This research is a type of quantitative research and the data used are primary data. The population in this study were employees of Hotel Arini Syariah Solo, Hotel Anuggrah Syariah Boyolali, and Oemah Djari Hotel Syariah Salatiga. The sample in this study amounted to 30 respondents, namely employees who work in the marketing division and employees related to Islamic hotel marketing. The analytical method used is the Path Analysis method with the help of the SPSS-21 program tool. The results of this study are product innovation, marketing strategy, entrepreneurial orientation, and competitive advantage have no effect on the marketing performance of sharia hotels during the Covid-19 pandemic. Marketing strategy has a positive and significant impact on the competitive advantage of sharia hotels. Product innovation and entrepreneurial orientation have no effect on competitive advantage. Competitive advantage cannot mediate the influence of product innovation, marketing strategy, and entrepreneurial orientation on marketing performance
Co-Authors Imanda Firmantyas Putri Pertiwi