Adya Hermawati, Abhimanyu Tuwuh Sembhodo
This study aims to identify the marketing performance of the East Java tourism industry SMEs in particular related to the marketing strategy and model the determinants of the marketing success of the East Java tourism industry SMEs in the marketing strategy sector. This study uses quantitative analysis in the form of path with the analyzed data obtained from the results of the questionnaire. Data were obtained from 11 regions in East Java, 40 SMEs were taken from each region and 3 UKM employees were taken from each SME as research respondents. The results showed that the marketing strategy variables for the entire region in East Java, namely Spiritual Marketing (X1), Market Orientation (Y1) and Competitive Advantage (Y2) variables can significantly affect Marketing Performance (Y3). Knowing the influence of marketing strategy on marketing performance that can achieve better development and strengthening of tourism industry SMEs in East Java. © 2022 Little Lion Scientific.
Faculty of Economic and Business, Widyagama University, Jawa Timur, Malang, 65142, Indonesia; Department of Management, University of Indonesia, Indonesia
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