Handoyo, Cynthia Priskilla
Unknown Affiliation

Published : 1 Documents
Articles

Found 1 Documents
Search

ANALISA PENGARUH MARKETING CAPABILITIES TERHADAP BRAND EQUITY DAN FINANCIAL PERFORMANCE PADA INDUSTRI PERHOTELAN DI SURABAYA Handoyo, Cynthia Priskilla; Hatane, Saarce Elsye
Business Accounting Review Vol 4, No 2 (2016): Business Accounting Review
Publisher : Business Accounting Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (419.394 KB)

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.