Interdependence of Human Resource Management Aspects to Strengthen Market Orientation at Tourism Industry SMEs
- 10.2991/978-2-494069-15-2_20How to use a DOI?
- Quality of Work Life; Retainer; Innovative Culture; Market Orientation
The objective of this research is to analyze the interdependence of human resource management aspects for the strengthening of Market Orientation. The subject of research is tourism industry SMEs in East Java Province. Hypothesis test is conducted with multiple regression tests. Data processing is carried out with software SPSS version 25. Data analysis technique involves classical assumption test, multiple regression analysis, hypothesis test, and determination coefficient test. There are 5 (five) hypotheses proposed in this research, as follows 1) Quality of Work Life has significant effect on Market Orientation; 2) Retainer has significant effect on Market Orientation; 3) Innovative Culture has significant effect on Market Orientation; 4) Quality of Work Life, Retainer, and Innovative Culture simultaneously affect Market Orientation; and 5) Innovative Culture dominates the effect on Market Orientation. The results showed that there are three aspects (Quality of Work Life, Retainer, and Innovative Culture) directly contributing to strengthening Market Orientation. Then, these three aspects have a simultaneous effect on strengthening Market Orientation, and Innovative Culture has the most dominant influence on strengthening Market Orientation.
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Adya Hermawati AU - Abimanyu Tuwuh Sembhodo PY - 2022 DA - 2022/11/16 TI - Interdependence of Human Resource Management Aspects to Strengthen Market Orientation at Tourism Industry SMEs BT - Proceedings of the International Conference on Language, Education, and Social Science (ICLESS 2022) PB - Atlantis Press SP - 177 EP - 184 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-15-2_20 DO - 10.2991/978-2-494069-15-2_20 ID - Hermawati2022 ER -