Antecedent dari grren hotel visit intention
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File Repositori
Subyek : Marketing -- Management;Support services (Management)
Penerbit : FEB Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Sri Vandayuli Riorini
Kata Kunci : environmental concern, influencer, eco-labelling, green purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2023_TS_MMJ_122011815002_Halaman-Judul.pdf | ||
| 2. | 2023_TS_MMJ_122011815002_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TS_MMJ_122011815002_Bab-1-Pendahuluan.pdf | ||
| 4. | 2023_TS_MMJ_122011815002_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2023_TS_MMJ_122011815002_Bab-3-Metodologi-Penelitian.pdf |
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| 6. | 2023_TS_MMJ_122011815002_Bab-4--Analisis-dan-Pembahasan.pdf |
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| 7. | 2023_TS_MMJ_122011815002_Bab-5-Kesimpulan.pdf | ||
| 8. | 2023_TS_MMJ_122011815002_Daftar-Pustaka.pdf | ||
| 9. | 2023_TS_MMJ_122011815002_Lampiran.pdf |
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T Tujuan dari penelitian ini adalah Anteseden dari Green Hotel Visit Intention.Berdasarkan pengujian hipotesis, penelitian ini menyimpulkan bahwa eco-labellingmerupakan variabel intervening terhadap pengaruh kepedulian lingkungan,influencer. Sedangkan dalam kepedulian lingkungan, influencer memiliki pengaruhpositif terhadap eco-labelling. Variabel dependen green purchase intention atauvariabel dependen environmental concern, influencer, dan eco-labellingberpengaruh positif.Sampel yang digunakan dalam penelitian ini sebanyak 245 responden dandikumpulkan dengan menggunakan metode purposive sampling. Pengujiandilakukan dengan menggunakan Structural Equation Model (SEM). Temuanpenelitian ini adalah: (1a) kepedulian lingkungan berpengaruh positif terhadap niatbeli hijau (1b) kepedulian lingkungan berpengaruh positif terhadap niat beli hijaumelalui eco-labelling (2) kepedulian lingkungan berpengaruh positif terhadap ecolabelling(3) influencer berpengaruh positif terhadap eco-labelling (4a) influencerberpengaruh positif terhadap green purchase intention (4b) influencer berpengaruhpositif terhadap green purchase intention melalui eco-labelling (5)) eco-labellingberpengaruh positif terhadap green purchase intention. Berdasarkan pemaparan diatas dapat disimpulkan bahwa niat konsumen untuk melakukan pembelian yang“hijau†atau ramah lingkungan tetap memperhatikan kepedulian lingkungan,influencer melalui eco-label dalam menentukan pilihannya untuk menginap diHotel bersama KEMENPAREKRAF (Kementrian Pariwisata dan EkonomiKreatif)Disarankan untuk melakukan penelitian di perusahaan retail seperti mall atausupermarket, dan menambah jumlah sampel penelitian agar lebih akurat, sertamenambah variabel independen lain yang juga mempengaruhi green purchase intention.
T The objective of this study is Antecedent form Green Hotel Visit Intention. Based on hypothesis testing, this study concludes that eco-labelling is an interveningvariable on the effect of environmental concern, influencer. Whereas in the environmental concern, influencer has a positive influence on eco-labelling. Thedependent variable of green purchase intention or the dependent variable of environmental concern, influencer, and eco-labelling has a positive influence.The samples used in this study were 245 respondents and collected by using purposive sampling method. The testing is conducted by using Structural EquationModel (SEM). The findings of this study are: (1a) environmental concern has positive effect toward green purchase intention (1b) environmental concern haspositive effect toward green purchase intention trough eco-labelling (2) environmental concern has positive effect toward eco-labelling (3) influencer haspositive effect toward eco-labelling (4a) influencer has positive effect toward green purchase intention (4b) influencer has positive effect toward green purchaseintention trough eco-labelling (5)) eco-labelling has positive effect toward green purchase intention. Based on the explanation above, it can be concluded thatconsumers’ intention to make "green" or environmental friendly purchase keeps paying attention to vironmental concern, influencer through eco-label whendetermining their choice to stay at a Hotel with KEMENPAREKRAF (Kementrian Pariwisata dan Ekonomi Kreatif) It is recommended to conduct a research in retail companies such as malls orsupermarkets, and to increase the number of research samples in order to be moreaccurate, and to add other independent variables that also affect green purchase intention
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