PENGARUH KOMPONEN GREEN MARKETING TERHADAP PURCHASE INTENTION PADA GREEN HOTEL DI AREA JABODETABEK
DOI:
https://doi.org/10.31004/jrpp.v7i1.22919Keywords:
Green Hotel, Environmental Concen, Environmental Knowledge, Purchase IntentionAbstract
Penelitian ini menguji pengaruh faktor-faktor green marketing terhadap purchase intention di green hotel. Hal ini menguji korelasi antara konsep-konsep berikut: environmental concern, environmental knowledge, dan purchase intention. Survei empiris digunakan untuk menguji hipotesis. Data dikumpulkan dari responden yang berlokasi di area Jabodetabek, dan pengolahan datanya dengan menggunakan software PLS-SEM. Temuan ini menunjukkan hubungan positif yang signifikan antara pendekatan green marketing (environmental concern, environmental knowledge, dan green purchase intention). Kemudian, pendekatan green marketing (environmental concern dan environmental knowledge) diharapkan dapat memberi pengaruh secara langsung dan signifikan terhadap purchase intention. Studi ini menawarkan implikasi manajerial terhadap pengembangan perusahaan ramah lingkungan.References
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