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

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

本研究旨在探究人力资源管理策略与市场营销策略对企业形象及市场竞争环境的影响，并进一步探讨企业形象是否在人力资源管理策略与市场营销策略对企业绩效的关系中起到中介作用，尤其是在印尼酒店业领域。过往研究尚未详细阐述企业形象在酒店业成功中的关键作用。本研究通过问卷调查的方式收集数据，调查对象为印尼东爪哇岛232位酒店经理，作为本研究的样本。结构方程模型分析结果表明，市场营销策略通过增强企业形象，最终提升企业绩效。研究结果表明，市场营销策略直接提升企业绩效。通过考虑竞争对手价格制定定价策略的市场营销策略已被证明能够提升销售额增长率。