Proceedings of the International Conference on Language, Education, and Social Science (ICLESS 2022)

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Interdependence of Human Resource Management Aspects to Strengthen Market Orientation at Tourism Industry SMEs

Authors
Adya Hermawati1, *, Abimanyu Tuwuh Sembhodo2
1Postgraduate Program, Master of Management, Universitas Widyagama Malang, Malang, Indonesia
2Faculty of Economics and Business, Management Department, Universitas Indonesia, Depok, Indonesia
*Corresponding author. Email: wati_wati38@yahoo.co.id
Corresponding Author
Adya Hermawati
Available Online 16 November 2022.
DOI
10.2991/978-2-494069-15-2_20How to use a DOI?
Keywords
Quality of Work Life; Retainer; Innovative Culture; Market Orientation
Abstract

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.

Copyright
© 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.

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Volume Title
Proceedings of the International Conference on Language, Education, and Social Science (ICLESS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
16 November 2022
ISBN
978-2-494069-15-2
ISSN
2352-5398
DOI
10.2991/978-2-494069-15-2_20How to use a DOI?
Copyright
© 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

risenwbib
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  -