PENGARUH GREEN PRACTICE TERHADAP GREEN CONSUMER BEHAVIOR DI THE KEMANGI RESTAURANT, HOTEL SANTIKA PANDEGILING SURABAYA

Anastasia Vianney Budiantoro(1*), Andrew Irawan(2), Monika Kristanti(3), Adriana Aprilia(4),


(1) 
(2) 
(3) 
(4) 
(*) Corresponding Author

Abstract


Penelitian ini dilakukan untuk mengetahui pengaruh green practice terhadap green consumer behavior di The Kemangi Restaurant. Teknik analisa yang digunakan dalam penelitian ini adalah kuantitatif dengan analisa regresi linier berganda. Penulis menggunakan 100 sampel untuk diteliti dengan melakukan survei kepada konsumen The Kemangi Restaurant. Hasil dari penelitian membuktikan bahwa ketiga variabel bebas berpengaruh positif. Namun, hanya variabel green donation yang memiliki pengaruh positif dan signifikan. Variabel green action dan green food memiliki pengaruh positif namun tidak signifikan terhadap green consumer behavior

Keywords


Green Practice, Green Consumer Behavior, Green Action, Green Food, Green Donation

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