Faktor yang memengaruhi intensi untuk menginap di hotel ramah lingkungan
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Abstract
Green marketing is a good strategy for the environment, but it doesn’t always increase a firm’s performance. Generally, a customer doesn’t have any idea regarding a firm’s effort for the environment or is only interested in topics about firms polluting the environment. Therefore, this study attempts to determine the effect of green brand knowledge, environmental knowledge, and environmental concern, as well as the mediating effect of attitude towards green brands on intention to stay at green hotels in Surabaya. This research conducted non-probability sampling on 110 respondents in Surabaya who are 17 years old and know about the green environment and green hotels. Structural Equation Modeling (SEM) was conducted for data analysis with the LISREL application. This study concluded that there is a positive and significant effect of green brand knowledge and environmental knowledge on the intention to stay at green hotels through the mediating role of attitude towards green brands. However, environmental concern showed an insignificant effect on attitudes towards green brands. Moreover, attitude towards green brands which mediates between environmental concern and intention to stay at green hotels makes the relationship between the two insignificant as well.
Green marketing adalah sebuah strategi yang baik untuk kelestarian lingkungan, tetapi tidak serta-merta dapat mendukung kinerja perusahaan. Sering kali pelanggan tidak mengetahui upaya perusahaan untuk melestarikan lingkungan ataupun hanya berfokus pada pencemaran lingkungan yang dilakukan oleh perusahaan. Oleh sebab itu, penelitian ini bertujuan untuk mengetahui pengaruh green brand knowledge, environmental knowledge, dan environmental concern, serta pengaruh mediasi attitude towards green brand terhadap intention to stay di hotel ramah lingkungan. Penelitian ini menggunakan non-probability sampling dari 110 orang di Surabaya yang berusia 17 tahun dan mengetahui tentang lingkungan ramah lingkungan dan pengertian hotel ramah lingkungan. Structural Equation Modeling (SEM) digunakan sebagai teknik analisis data dalam penelitian ini dengan aplikasi LISREL. Penelitian ini menyimpulkan bahwa terdapat hubungan yang positif dan signifikan antara green brand knowledge dan environmental knowledge terhadap intention to stay di hotel ramah lingkungan melalui mediasi attitude towards green brand. Namun, kepedulian lingkungan memiliki efek yang tidak signifikan terhadap attitude towards green brand. Kemudian, attitude towards green brand yang memediasi antara environmental concern dan intention to stay di hotel ramah lingkungan membuat hubungan keduanya menjadi tidak signifikan juga.
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