COLLABORATIVE HRM STRATEGIES AND MARKETING STRATEGIES AS EFFORT TO MAXIMIZE COMPETITIVE ADVANTAGE IN TOURISM INDUSTRY SMEs IN EAST JAVA Adya Hermawati1, Abimanyu Tuwuh Sembhodo2
1 Postgraduate Program, Master of Management, Universitas Widyagama Malang, Indonesia
2 Management Department, Faculty of Economics and Business, Universitas Indonesia, Indonesia
Abstract: The purpose of this study is to analyze hypotheses regarding quality of work life (X1), spiritual marketing (X2), market orientation (Z), and competitive advantage (Y). This research uses quantitative research. The data analysis tool uses the Variance Based Structural Equation Modeling (SEM) approach which is usually known as the Partial Least Square Program. The research subject is the Tourism Industry SMEs In East Java which is also the research population, with a research sample of 1320 respondents. The types of data used in this study are primary data and secondary data. Sources of data, derived from internal data and external data with data collection methods using research questionnaires. The results of the study show that 1) quality of work life has an effect on market orientation, 2) spiritual marketing has no effect on market orientation, 3) quality of work life, spiritual marketing, market orientation on competitive advantage. 4) quality of work life mediated by market orientation has an effect on competitive advantage. 5) spiritual marketing mediated by market orientation has no effect on competitive advantage in Tourism Industry SMEs in East Java
Keywords: quality of work life, spiritual marketing, market orientation, competitive advantage
