Meningkatkan Kinerja Pemasaran Hotel dengan Memanfaatkan Nilai Pelayanan Ergo-ikonik

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Published: Apr 30, 2020
DOI: https://doi.org/10.21070/jbmp.v6i1.438
Keywords:
Management system certification, technology adaptation, ergo-iconic service value, hotel marketing performance

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Andriyansah Andriyansah
Universitas Terbuka Indonesia
Fatia Fatimah
Universitas Terbuka Indonesia
Zainur Hidayah
Universitas Terbuka Indonesia
Anshar Daud
STIE Nobel Indonesia

Abstract

The present study aims to support the hypotheses proposed in the research model to prove the fact that the suggested variables can contribute towards performance improvement. The study offers a novel variable namely ergo-iconic service value. The object of this study includes 118 three-star hotels located in the business districts of the Special Capital Region of Jakarta and West Java. The study used questionnaires that were distributed to hotel managers to acquire research data. The ergo-iconic service value as a mediating variable is proven to improve the marketing performance of the hotels. Other variables, namely, the ability to implement management system certification and the ability to adapt to technology also increase the mediating role of ergo-iconic service value. The hypotheses are empirically proven as all three variables successfully improved the hotels' marketing performance. The current research also shows that the role of humans is still significant, and human presence is required to improve performance despite the fact that we are currently at the Industry 4.0 era; in this case, not all activities should be taken over by robots.

Article Details

Issue
Vol 6 No 1 (2020): March
Section
Articles

Copyright (c) 2020 Andriyansah Andriyansah

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author Biographies

Andriyansah Andriyansah, Universitas Terbuka Indonesia

Doctoral Program Management

Fatia Fatimah, Universitas Terbuka Indonesia

Fakultas Sains dan Teknologi

Zainur Hidayah, Universitas Terbuka Indonesia

Fakultas Ekonomi

Anshar Daud, STIE Nobel Indonesia

Jurusan Manajemen

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