FAKTOR YANG MEMPENGARUHI VISIT INTENTION DENGAN TRUST SEBAGAI MEDIASI PADA HOTEL RAMAH LINGKUNGAN
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Abstract
Berdasarkan data yang diperoleh dalam survey pendahuluan oleh penulis, niat masyarakat untuk berkunjung ke hotel ramah lingkungan tergolong sedikit. Hal ini dikarenakan berbagai faktor mulai dari lingkungan, persepsi serta kepercayaan akan sebuah kebiasaan yang baru pada diri konsumen. Penelitian ini bertujuan untuk menguji Perceived Environmental Knowledge, Environmental Concern dan Trust dalam mempengaruhi Visit Intention pada hotel ramah lingkungan di Indonesia. Sampel pada penelitian ini terdiri atas 211 responden yang dipilih melalui metode Purposive Sampling. Pengolahan data dilakukan menggunakan software Smart PLS 4. Hasil penelitian menunjukkan bahwa variabel Perceived Environmental Knowledge dan Trust memiliki pengaruh positif dan signifikan pada Visit Intention hotel ramah lingkungan. Environmental Concern tidak terbukti memiliki pengaruh positif signifikan pada Visit Intention hotel ramah lingkungan. Penelitian ini memiliki implikasi manajerial yang dapat bermanfaat bagi pengelola hotel ramah lingkungan di Indonesia. Selain itu, implikasi teoretis dari penelitian ini menyumbang kontribusi pada bidang ilmu pemasaran destinasi, khususnya pada topik manajemen perhotelan.
Based on data obtained in a preliminary survey by the author, people's intention to visit environmentally friendly hotels is relatively small. This is due to various factors ranging from the environment, perception and trust in a new habit in consumers. This study aims to examine Perceived Environmental Knowledge, Environmental Concern and Trust in influencing Visit Intention in eco-friendly hotels in Indonesia. The sample in this study consisted of 211 respondents selected through the Purposive Sampling method. Data processing is carried out using Smart PLS 4 software. The results showed that the variables of Perceived Environmental Knowledge and Trust had a positive and significant influence on the Visit Intention of environmentally friendly hotels. Environmental Concern has not been shown to have a significant positive influence on the Visit Intention of eco-friendly hotels. This research has managerial implications that can be useful for green hotel managers in Indonesia. In addition, the theoretical implications of this research contribute to the field of destination marketing science, especially on the topic of hospitality management.
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.Hetty Karunia Tunjungsari, Universitas Tarumanagara
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