Pengaruh Orientasi Pasar, Intellectual Capital, Dan Orientasi Pembelajaran Terhadap Inovasi ”Studi Kasus Pada Industri Hotel di Jawa Timur”

Abstract

The purpose of this study was to examine direct and indirect effect of the market orientation, intellectual capital, and learning orientation of the managers on innovation as well was as hotel performance. This study was done at in four star hotels in East Java. The respondents were General Manager or Executive Member. The respondents were 180 manager of the 23 four and five star hotel in East Java. It was examined by using SmartPLS 1.01 and reliability was checked using SPSS program Version 14.00. the study showed that there were significant relation between the ability of the managers in understanding of market orientation, intellectual capital, learning orientation on innovation and hotel performance. The performance of four and five hotels performance in East Java in increased when market orientation, intellectual capital, learning orientation and innovation are increased. Those four variables thoroughly influence hotel performance by 76.4%. Tujuan dari penelitian ini untuk menguji pengaruh langsung dan tidak langsung atas orientsi pasar, intellectual pasar, dan orientasi pembelajaran. Penelitian ini dilakukan oleh hotel bintang empat dan lima di Jawa Timur. Respondennya adalah para general manager atau para executive committee. Penelitian ini dilakukan terhadap 180 orang responden yang terdiri atas para manager dari 23 hotel bintang empat dan lima di Jawa Timur yang mempunyai kapabilitas sebagai pengambil keputusan. Hasil penelitian ini menunjukkan adanya pengaruh yang signifikan antara orientasi pasar, intellectual Capital, dan orientasi pembelajaran manajer terhadap innovasi dan kinerja hotel bintang empat fan lima di Jawa Timur. Keempat variabel tersebut secara bersama-sama mempengaruhi kinerja hotel 76,4%.