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Abstract:
The objective of the research is to analyze the effect of entrepreneurial orientation, market orientation on the performance of Non-Star Hotels with innovation as a mediating variable. The data analysis method used in this study is Partial Least Square Structural Equation Modeling (PLS-SEM) with the help of the Smart PLS Version 3 program. The sample of this research is the manager and director of non-star hotels in the Riau Islands, Indonesia. The results of this research are influence between entrepreneurial orientation, market orientation towards innovation and innovation affecting hotel performance. Other results are market orientation and entrepreneurial orientation influencing hotel performance with innovation as a mediating variable. This research can contribute to non-star hotel managers can implement customer orientation and competitor orientation.
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