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