BIPLOT AND CLUSTER ANALYSIS OF SATISFACTION LEVEL AND THE INTEREST OF MSMES HUMAN RESOURCE OF TOURISM SECTOR IN EAST JAVA TO TRANSGLOBAL LEADERSHIP, QWL, EMPLOYEE INVOLVEMENT, EMPLOYEE PERFORMANCE LEVEL, RESPONSIBLE MARKETING AND TOURISM SUSTAINABLE COMPETITIVE

Tourism businesses at each district / city in East Java Province continue to be
developed as regional income sources. It need differs policies between districts /
cities, in accordance with the conditions of business. This study aims to explore the
human resources management of tourism and marketing management of in East Java.
The analyses used are biplot and cluster to determine the characteristics of each
district / city based on predetermined variables. The research location is MSMEs
tourism sector in East Java as autonomous regions with leading tourist destinations in
Indonesia. The research results show the relationship between the whole variables
and Tourism Sector’s MSMEs in East Java. Each MSME has advantages in certain
variables. The results of cluster analysis divide the Tourism Sector’s MSMEs in East
Java into 3 clusters. Cluster 1 has advantage in Transglobal Leadership variable. It consists of Pasuruan, Sidoarjo and Kediri Districts. Cluster 2 has advantage in Human Resource Performance, Quality of Work Life, and Citizenship Behavior variables. It consists of Batu, Malang and Kediri Cities. Cluster 3 has advantage in Transglobal Leadership, Competitiveness, Sustainable Tourism, Responsible Marketing, and Job Challengesvariables. It consists of Malang District, Pasuruan
City, Blitar District and Blitar City.
Keyword: Marketing and Tourism, Human Resource and QWL