Pengaruh Green Marketing Terhadap Sikap Konsumen dan Minat Beli Ulang di Green Hotel di Indonesia

Nancy Permatasari Soedargo, Kelly Wisana, Monika Kristanti

Abstract


Abstrak: Tujuan Penelitian ini dilakukan untuk menganalisa pengaruh green marketing, sikap konsumen dan minat beli ulang di green hotel di Indonesia. Metode Pengumpulan data dengan menyebarkan kuesioner sebanyak 75. Metode penelitian ini menggunakan PLS (Partial Least Square). Hasil penelitian ini menunjukkan jika green marketing memiliki pengaruh yang signifikan terhadap sikap konsumen. Sikap konsumen mempunyai pengaruh yang positif signifikan terhadap minat beli ulang. Green marketing mempunyai pengaruh yang positif signifikan terhadap minat beli ulang dengan sikap konsumen sebagai variabel moderator.

 

Kata Kunci: Green marketing, Sikap konsumen, Minat beli ulang, Green hotel.

 

Abstract: This research aims to analyze green marketing, customer attitude and repurchase intention in green hotel in Indonesia. This data for this study was collected questionnaire as many as 75. This research using PLS (partial least square) method. This result of this study is green marketing have positive and significant impact to customer attitude. Customer attitude have positive and significant impact to repurchase intention and green marketing have a positive and significant impact to repurchase intention with customer attitude as moderating variable.

 

Keywords: Green Marketing, Customer Attitude, Repurchase Intention, Green Hotel


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References


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