PENGARUH PROGRAM GREEN HOTEL TERHADAP MINAT BELI KONSUMEN DI HOTEL DI INDONESIA

Evelyn Sugianto, Christabel Josephine Kurniawan

Abstract


Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh program green atau ramah lingkungan yang diterapkan oleh hotel di Indonesia terhadap minat menginap konsumen. Program green yang diteliti dalam penelitian ini adalah reduce consumption, green product and services, recyclables dan energy-saving. Teknik analisis data yang
digunakan dalam penelitian kuantitatif ini adalah Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa program reduce consumption dan energy-saving berpengaruh positif dan signifikan terhadap minat beli konsumen, sedangkan program green product and services dan recyclables berpengaruh positif namun tidak signifikan terhadap minat beli konsumen.
Program green yang memiliki pengaruh paling dominan tehadap minat beli konsumen di hotel di Indonesia adalah program reduce consumption.

 

This research was being done to know the impact of green program implemented in hotels in Indonesia on customer’s purchase intention. Green programs included reduce consumption, green product and services, recyclables and energy-saving. Data analysis technique that was used in this quantitative research was Partial Least Square (PLS). The result of this research showed that reduce consumption and energy-saving program had a positive and significant effect on customer’s purchase intention, while green product and services and recyclables program had a positive but not significant effect on customer’s purchase intention. Reduce consumption program had the most dominant impact on customer purchase intention in hotels in Indonesia


Keywords


Green Hotel, Minat Beli, Reduce Consumption, Green Product and Services, Recyclables, Energy-saving

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References


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