IDENTIFIKASI ASPEK STRATEGI MANAJEMEN TERPADU  SEBAGAI UPAYA OPTIMALISASI KINERJA UKM INDUSTRI PARIWISATA

Adya Hermawati; Abimanyu Tuwuh Sembhodo; Nalini Mahastuti Panunjul

doi:10.35906/jep.v10i2.2163

IDENTIFIKASI ASPEK STRATEGI MANAJEMEN TERPADU SEBAGAI UPAYA OPTIMALISASI KINERJA UKM INDUSTRI PARIWISATA

Adya Hermawati, Abimanyu Tuwuh Sembhodo, Nalini Mahastuti Panunjul

Abstract

ABSTRAK

Penting bagi industri pariwisata Indonesia, meningkatkan kontribusi Produk Domestik Bruto (PDB) untuk memicu optimalisasi pendapatan devisa dan menyediakan kesempatan kerja masyarakat Indonesia. Penelitian ini bertujuan untuk membuat konsep dan model strategi pemasaran dan strategi marketing terintegrasi, sebagai aspek capaian keunggulan bersaing pada kelompok UKM industri pariwisata di Jawa Timur. Metode penelitian, menggunakan metode penelitian mix method, dengan seluruh karyawan UKM industri pariwisata sebagai populasi, ukuran sampel 440 UKM, Setiap UKM diambil 3 orang karyawan, total responden 1320 orang karyawan UKM. Penelitian ini diaplikasikan pada 11 kabupaten / kota, di Jawa Timur. Alat analisis yang akan diimplementasikan yakni Analisis Cluster. Hasil dari penelitian ini adalah secara keseluruhan, di Jawa Timur, cluster 1 menunjukkan nilai tertinggi pada Orientasi Pasar (3.84) dan terendah pada Kinerja Pemasaran (3.55), sedangkan cluster 2 menunjukkan nilai tertinggi pada Quality of Work Life (3.51) dan terendah pada Imbalan-Kompensasi, Kinerja Individu, Keunggulan Bersaing, dan Kinerja Pemasaran (3.49). Hasil perhitungan yang dihasilkan dapat dijadikan sebagai rekomendasi yang dapat digunakan kinerja UKM industri pariwisata untuk menentukan pilihan tempat UKM yang akan dituju.

Kata Kunci: Industri Pariwisata; MSDM; Strategi Marketing

ABSTRACT

It is important for Indonesia's tourism industry to increase its Gross Domestic Product (GDP) contribution to trigger the optimization of foreign exchange earnings and provide employment opportunities for Indonesians. This study aims to create concepts and models of marketing strategies and integrated marketing strategies, as aspects of achieving competitive advantage in the tourism industry SME group in East Java. The research method, using a mix method research method, with all employees of the tourism industry SMEs as a population, sample size 440 SMEs, each SME taken 3 employees, total respondents 1320 SME employees. This research is applied to 11 districts / cities, in East Java. The analytical tool that will be implemented is Cluster Analysis. The results of this study are overall, in East Java, cluster 1 shows the highest value on Market Orientation (3.84) and the lowest on Marketing Performance (3.55), while cluster 2 shows the highest value on Quality of Work Life (3.51) and the lowest on Compensation Rewards, Individual Performance, Competitive Advantage, and Marketing Performance (3.49). The resulting calculation results can be used as recommendations that can be used by the performance of tourism industry SMEs to determine the choice of SME places to go.

Keywords: Tourism Industry; HRM; Marketing Strategy

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