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

Evelyn Sugianto(1*), Christabel Josephine Kurniawan(2),


(1) 
(2) 
(*) Corresponding Author

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

Full Text:

PDF

References


Abdullah, T., Pebriyanti, K. (2016). Pengaruh program green hotel terhadap keputusan menginap tamu di The Royale Krakatau Hotel Cilegon Banten. Tourism and Hospitality Essentials (THE), 6(1), 1-10.

Chen, Y., Chen, Y. (2012, January). The advantages of green management for hotel competitiveness in Taiwan: in viewpoint of senior hotel managers. Journal of Management and Sustainability, 2(2), 211-218.

Green hotel standard (LB/T007-2006). (2011, January 21). Retrieved April 11, 2017, from http://www.cnta.gov.cn/zwgk/hybz/201506/t20150625_428189.shtml

Han, H., Hsu, L.T.J., Lee, J.S., Sheu, C. (2011). Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions. International Journal of Hospitality Management, 30(2), 345-355.

Huang, Y. (2016). Customers’ perceptions and expectatios of green hotels in China: a case study. Unpublished thesis, Auckland University of Technology, New Zealand.

Kang, K.H., Stein, L., Heo, C.Y.H., Lee, S. (2012). Views on environmentalism and consumers’ willingness to pay for environmental sustainability in the hotel industry. International Journal of Hospitality Management, 31(2), 564-572.

Kurniawan, I., Santoso, S.B., Dwiyanto, B.M. (2007). Analisis faktor-faktor yang mempengaruhi minat beli ulang produk serta dampaknya terhadap loyalitas pelanggan. Jurnal Studi Manajemen & Organisasi, 4(2), 20-29.

Lee, J-S., Hsu, L-T., Han, H., Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel’s green image can influence behavioural intentions. Journal of Sustainable Tourism, 18(7), 901-914.

Lita, R. P., Surya S., Ma’ruf, M., Syahrul, L. (2014). Green attitude and behavior of local tourists towards hotels and restaurants in west Sumatra, Indonesia, Procedia Environmental Sciences, 20, 261– 270.

Mensah, I., (2004). Environmental management practices in US hotels. Retrieved February 21, 2017, from http://www.hotel-online.com/News/PR2004 2nd/May04EnvironmentalPractices.html

Noor, N.A.M., Shaari, H., Kumar, D. (2014). Exploring tourists intention to stay at green hotel: the influences of environmental attitudes and hotel attributes. The Macrotheme Review, 3(7), 22-33.

Peattie, K., Ratnayaka, M. (1992). Responding to the green movement. Journal of Industrial Management, 21(2), 103-110.

Penny, W.Y.K. (2007). The use of environmental management as a facilities management tool in the Macao hotel sector. Facilities, 25(7), 286-295.

Puspitasari, D. (2006). Analisis pengaruh persepsi kualitas dan kepuasan pelanggan terhadap minat beli ulang. Published undergraduate thesis, Universitas Diponogoro, Semarang.

Rangkuti, F. (2002). Measuring customer satisfaction. Jakarta: PT. Gramedia Pustaka Utama.

Setiawati, C.S., Sitorus, P. (2014). Keberhasilan hotel berwawasan ramah lingkungan di asia-pasifik: faktor pendorong apakah yang dominan? Siasat Bisnis, 18(1), 45-62.

Simamora, B. (2004). Panduan riset perilaku konsumen. Jakarta: PT. Gramedia Pustaka Utama

Supriadi, B., Roedjinandari, N. (2016). Studi atribut hijau sebuah akomodasi bagi kebutuhan wisatawan. Research Gate, 1-12.

Tang, M.L. (2015). Evaluating green hotels in Taiwan from the consumer’s perspective. International Journal of Management Research and Business Strategy, 4(1), 1-15.


Refbacks

  • There are currently no refbacks.