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All Journal Jurnal Manajemen Jurnal Disrupsi Bisnis Forum Bisnis dan Kewirausahaan BIP'S : Jurnal Bisnis Perspektif Jurnal Abdimas Musi Charitas
Lina Lina
Universitas Katolik Musi Charitas
Humanities Computer Science & IT Economics, Econometrics & Finance Education Health Professions Medicine & Pharmacology Nursing Public Health Social Sciences

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Journal : Jurnal Manajemen

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The Impactof Novelty And Meaningfulness Creative Marketing Programon Hotel Performance Antonius Singgih Setiawan; Lina; Agustinus Widyartono
Jurnal Manajemen Vol. 24 No. 3 (2020): October 2020
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v24i3.672

Abstract

At present, the hotel business is dealing with increasingly competitive competition. Creative marketing methods are developed to anticipate the competition. The implementation of creative marketing programs is a form of new strategies in the hotel industry. This study aims to prove the impact of the novelty and meaningfulness of creative marketing programs on hotel performance. The study is conducted with quantitative methods using primary data through a survey of owners/hotel general managers in Palembang city. A total of 75 questionnaires are distributed to the owners/hotel general managers. The number of questionnaires used in this study is 65 (87%). Structural Equation Modeling (SEM) Partial Least Squares (PLS) analysis using Warp PLS version 5.0 software is used to test of hypothesis. The results of the study indicate that the novelty and meaningfulness creative marketing program has a positive effect on the hotel's performance in Palembang city.
Co-Authors Agustinus Fernando Andreas Sarjono Catharina Clara Felicia Angela Ignasius Heri Satrya Wangsa Ignatius heri Johan Gunady Onny Leovani, Ega Maria Ignasia Galuh Parwati Maria Josephine Tyra, Maria Josephine Tyra, Ony, Johan Gunady Riyanto, Agustinus Setiawan, Antonius Singgih Widyartono, Agustinus