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Indonesia has been one of the countries affected by the Covid-19 pandemic since early March 2020, especially in the tourism sector, where hospitality has experienced an average turnover of more than 20%. Focusing on the case in a small city in Indonesia in the Central Java Region, Pekalongan City, a hotel, created an innovative marketing strategy by implementing the concept of "private and hygienic", to attract the Public's interest in implementing safety and health protocols. This strategy is designed to treat people who experience boredom while staying at home can enjoy the innovative products offered by the Hotel Santika Pekalongan without fear and worry. This study builds and tests an integrated model to identify relationships between latent variables using multivariate data analysis techniques: Partial least square (PLS), Structural Equation Modeling (SEM) approach with sample data from 159 questionnaires distributed to respondents.

Building a PLS Pathway Model: A Multivariate Approach Innovative Marketing Strategies Facing the Covid-19 Pandemic-Case Study of the Hotel Santika Pekalongan