PERANAN MEDIASI INOVASI DAN ABSORPTIVE CAPACITY DALAM MENINGKATKAN KINERJA HOTEL SELAMA PANDEMI COVID 19
DOI:
https://doi.org/10.24034/j25485024.y2023.v7.i2.5251Keywords:
absorptive capacity, inovasi, kinerja hotel, orientasi pasarAbstract
Pandemi COVID-19 ini mempunyai berpengaruh yang sangat besar bagi sektor pariwisata, terutama untuk usaha hotel. Ini merupakan tantangan yang besar bagi pelaku industri perhotelan di Indonesia, untuk dapat terus bertahan di tengah pandemi. Terjadinya pandemi COVID-19 di Indonesia berdampak besar terhadap sektor pariwisata. Penelitian ini betujuan menganalisa peranan mediasi inovasi dan absorptive capacity dalam meningkatkan kinerja hotel. Metode analisis data menggunakan PLS-SEM dengan Second Order Construct. Sampel dalam penelitian ini adalah sebanyak 86 manajer atau direktur hotel berbintang yang berada di Kepulauan Riau. Penelitian ini menemukan bahwa inovasi dan absorptive capacity berperan sebagai mediasi dalam meningkatkan kinerja hotel. Disamping itu dihasilkan juga bahwa market orientation berpengaruh terhadap inovasi, absorptive capacity dan kinerja hotel. Selanjutnya penelitian ini juga menemukan bahwa inovasi dan absorptive capacity berpengaruh terhadap kinerja hotel. Manfaat yang diberikan oleh penelitian ini adalah bagi para pengelola hotel dapat menerapkan customer orientation dan competitor orientation berupa membuat survei keinginan dan kebutuhan pelanggan serta memantau pergerakan pesaing. Penerapan absorptive capacity dengan cara menjadwalkan pertemuan rutin dengan pelanggan dan pemasok serta mengumpulkan informasi melalui jalur informal.
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