The mediating effect of marketing capability on firm performance in non-star hotels

Abstract

This study aims to determine the impact of market orientation and entrepreneurism on non-star hotels in Padang City's firm performance through marketing capability. The primary data used in this study came from questionnaires that were distributed online using Google Forms. People who work at the Non-Star Hotel are required to complete the questionnaire. 100 responders in total. The analysis tool uses SmartPLS 4.0 software and the PLS (Partial Least Square) technique, which is a Structural Equation Modeling (SEM) approach.

The P-Score value of 0.021 obtained from the SmartPLS 4.0 analysis demonstrates that market orientation has a positive and significant impact on firm performance. The P-Value value of 0.002 indicates that entrepreneur orientation has a positive and substantial impact on firm performance, and the P-Value value of 0.000 indicates that market orientation has a positive and significant impact on marketing capability.