PENGARUH PENGGUNAAN TEKNOLOGI INFORMASI PEMASARAN, ORIENTASI PEMBELAJARAN DENGAN KINERJA HOTEL SEBAGAI VARIABEL INTERVENING TERHADAP KEUNGGULAN BERSAING HOTEL ARJUNA YOGYAKARTA

Abstract

This study aims to determine the significance of the positive effect of information technology marketing on competitive advantage at Hotel Arjuna Yogyakarta. To know the significance of the positive influence of Learning Orientation on competitive advantage at Arjuna Hotel Yogyakarta. To know the significance of the positive impact of hotel performance on competitive advantage at Arjuna Hotel Yogyakarta. To know the significance of the positive effect of information technology marketing on the performance of Hotel at Hotel Arjuna Yogyakarta. To know the significance of the positive influence of Learning Orientation on Hotel performance at Hotel Arjuna Yogyakarta.

Variables of this research is the use of information technology, learning orientation, hotel performance and competitive advantage. The population in this research is all employees of Hotel Arjuna Yogyakarta. The population number is 84, so all the populations are sampled by census method. Method of taking data using questioner. The analysis technique used is multiple linear regression equation with 5% significance level.

The results showed the use of information technology has a positive and significant impact on the competitive advantage of Hotel Arjuna Yogyakarta. The orientation of learning has a positive and significant impact on the competitive advantage of Arjuna Hotel Yogyakarta. Hotel performance has a positive and significant impact on the competitive advantage of Hotel Arjuna Yogyakarta. The use of information technology has a positive and significant impact on the performance of Hotel Arjuna Yogyakarta. The orientation of learning has a positive and significant impact on the performance of Arjuna Hotel Yogyakarta. The hotel's performance is able to mediate the effect of using information technology on competitive advantage. Hotel performance is able to mediate the influence of learning orientation on competitive advantage. The hotel's performance is able to positively reinforce the relationship between the use of information technology to competitive advantage. The hotel's performance is able to positively reinforce the relationship between learning orientation towards competitive advantage.