MODEL PERILAKU WISATAWAN DOMESTIK DALAM MEMILIH HOTEL HIJAU
Keywords:
konsumen ramah lingkungan, pembelian hijau, kepuasan, loyalitas, hotel hijauAbstract
Penelitian ini dilakukan untuk merumuskan model secara kuantitatif gambaran perilaku wisatawan domestic dalam memilih hotel hijau (green hotel) di Yogyakarta, dengan melibatkan sejumlah variabel uji dengan 5 variabel terikat (pengalaman ramah lingkungan, kepedulian lingkungan, citra hotel, harga, dan kelompok referensi) dan variable bebas keputusan pembelian ramah lingkungan, kepuasan konsumen, dan loyalitas konsumen. Penelitian di lakukan terhadap 215 responden yang menginap di sejumlah hotel yang telah mendapat penghargaan ramah lingkungan. Penelitian dilakukan selama 3 bulan, kemudian dilakukan uji model dengan metode Partial Least Square (PLS). Hasil yang di dapatkan bahwa 4 variabel bebas berpengaruh signifikan pada keputusan pembelian hijau, kecuali harga. Pada tipikal konsumen yang mengedepankan kepedulian lingkungan harga tidak menjadi sebuah pertimbangan penting. Pada pengujian lanjutan yaitu uji model nilai Good of Fit memenuhi kriteria uji sehingga model reliabel digunakan. Penelitian ini penting menjadi referensi bagi segenap pelaku usaha pariwisata khususnya hotel hijau bagaimana mengelola dan menjaring pangsa pasar domestik.
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