ANALISA PENGARUH MARKETING CAPABILITIES TERHADAP BRAND EQUITY DAN FINANCIAL PERFORMANCE PADA INDUSTRI PERHOTELAN DI SURABAYA

Cynthia Priskilla Handoyo(1*), Saarce Elsye Hatane(2),


(1) Universitas Kristen Petra
(2) Universitas Kristen Petra
(*) Corresponding Author

Abstract


ABSTRACT

            This study aimed to examine the direct and significant affect of marketing capabilities to brand equity; brand equity to financial performance; and marketing capabilities to financial performance in hotel industry in Surabaya. This study used a quantitative approach, and the data were obtained by distributing questionnaires to hotel industry  in Surabaya and then processed by using smartPLS software. This study showed that there was positive and significant relationship of marketing capabilities to brand equity; brand equity to financial performance; and marketing capabilities to financial performance in hotel industry  in Surabaya.


Keywords


Marketing Capabilities, Brand Equity, and Financial Performance

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