CAPAIAN KINERJA PEMASARAN BERBASIS MARKETING TERINTEGRASI MELALUI ANALISIS PATH PADA UKM INDUSTRI PARIWISATA DI JAWA TIMUR

Abstract

Abstrak Penelitian ini didasarkan pada Rencana Induk Riset Nasional, penguatan strategi, dan optimalisasi pengembangan industri pariwisata. Aspek kepariwisataan adalah pilar dalam pembangunan yang memberikan keanekaragaman, kekhasan budaya dan alam, serta memenuhi kebutuhan manusia berwisata. Industri pariwisata berperan penting dalam meningkatkan perekonomian, dengan kontribusi 9% pada GDP dan sebagai sumber utama devisa. Abstract This research is based on the National Research Master Plan, strengthening strategies, and optimizing the development of the tourism industry. The tourism aspect is a pillar in development that provides diversity, cultural and natural distinctiveness, and fulfills the human need to travel. The tourism industry plays an important role in improving the economy, with a 9% contribution to GDP and as a major source of foreign exchange. The advancement of tourism creates great welfare opportunities. SMEs in the tourism industry, as the largest contributor to GDP today, require absolute empowerment to improve the economy. One aspect that needs attention is the optimization of human resource management strategies that work together with the formulation of integrated marketing strategies. HRM and integrated marketing strategies are dominant factors in achieving goals. This research was conducted on 440 Tourism Industry SMEs in East Java, with 1320 employees as respondents with a 2-stage sampling process. The results showed that spiritual marketing contributes to strong market orientation. Spiritual marketing enables SMEs to better understand customers' needs, wants and spiritual values. Good market orientation supports an SME's competitive advantage. Through a deep understanding of the market and responsiveness to market changes, SMEs can adjust business strategies, conduct appropriate market segmentation and develop relevant differentiation. Competitive advantage contributes to good marketing performance. Competitive advantage helps SMEs in increasing brand awareness, customer engagement, loyalty, and customer satisfaction.