Dataset _Corporate image, human resource management strategy and marketing strategy in the firm performance of hospitality industry

Published: 12 July 2022| Version 2 | DOI: 10.17632/nyd5hc966t.2
Boge Triatmanto


A role of corporate image as a successful determinant of human resource management strategy and marketing strategy in the firm performance of hospitality industry of indonesia Harianto Respati,*, Boge Triatmanto, Mokhamad Natsir, Djoko Hanantijo, a Faculty of Economics and Business, University of Merdeka Malang, Jl Terusan Raya Dieng 62-64 Malang Indonesia bFaculty of Economics and Business, Perbanas Institute, Jl. Perbanas Karet Kuningan Setiabudi JakartaIndonesia Abstract: The purpose of this study is to investigate the impact of human resource management strategy and marketing strategy on corporate image and the context of market competition. Subsequently, this study also explores whether corporate image mediates the relationship between human resource management strategy and marketing strategy on firm performance, especially in the hospitality industry. Previous studies have not yet explained in more detail on the role of corporate image as the key to success in the hospitality industry. Data has been collected using a survey questionnaire. The research respondents are hotel managers in the East Java island of Indonesia as many as 232 managers as a sample of this study. The results of structural equation modeling analysis reveal that marketing strategy enhances a corporate image that ultimately improves firm performance.The finding of the study proves thatmarketing strategy directly improves firm performance. Marketing strategy through pricing strategies by considering competitor's price are proven to increase sales growth rate Keywords: HRM strategy, marketing strategy, corporate image, firm performance, Indonesia


Steps to reproduce

This study adopted a quantitative approach to answer the research objective, whether HRM strategy, marketing strategy,corporateimage influence firm performance. Data were collected using questionnaires adopting a five-point Likert Scale ranging from 1-strongly disagree to 5-strongly agree. The 5 point scale is more commonly chosen based on the statement of Malhotra & Birks (2007) to measure respondents' perceptions. The research was conducted on the island of East Java, Indonesia. East Java is the second most tourists visit province after Bali island. The object of this research is hotels that have restaurant businesses. In East Java, according to records in the department of culture and tourism in 2018, there were 69 Star-qualified hotels. In general, on average each star hotel has 9 managers in the General Manager, Resident Manager, Duty Manager, Room Division Manager, Marketing Manager, Food and Beverage (F & B) manager, Chief Accountant, Chief Engineering, Personnel Manager. The respondents of this study were hotel managers, so the study population of 9 times 69 equals 621. Based on the Morgan table, the number of samples from the population of 621 considering the error rate α is 0.05 is 232 manager. The criteria for respondents were those who actively work in fully managing and developing the company. Questionnaires were distributed to 69 hotels and each hotel was required to be filled out by 3 or 4 hotel managers. The technique of choosing respondents used simple random sampling.


Universitas Merdeka Malang


Business Management