PENGARUH GREEN MARKETING, BRAND IMAGE, DAN SERVICE QUALITY TERHADAP KEPUTUSAN MENGINAP DI GREENHOST BOUTIQUE PRAWIROTAMAN, YOGYAKARTA.

ERNAWATI, ERA (2020) PENGARUH GREEN MARKETING, BRAND IMAGE, DAN SERVICE QUALITY TERHADAP KEPUTUSAN MENGINAP DI GREENHOST BOUTIQUE PRAWIROTAMAN, YOGYAKARTA. S1 thesis, Universitas Mercu Buana.

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Abstract

His study aims to determine the effect of Green Marketing, Brand Image and Service Quality on Decisions to Stay at Greenhost Boutique Prawirotaman, Yogyakarta. The subjects in this study were consumers who had stayed at Greenhost Boutique Prawirotaman, Yogakarta in the DKI Jakarta area. The sample used in this study were 170 respondents. The sampling method was carried out by purposive sampling method. This study uses SEM data analysis techniques and data processing using PLS. The results of this study indicate that Green Marketing has a positive and significant effect on Staying Decisions, Brand Image has a positive and significant effect on Staying Decisions, and Service Quality has a positive and significant effect on Staying Decisions. Keywords: Green Marketing, Brand Image, Service Quality, Stay Decision. Penelitian ini bertujuan untuk mengetahui pengaruh Green Marketing, Brand Image dan Service Quality terhadap Keputusan Menginap di Greenhost Boutique Prawirotaman, Yogyakarta. Subjek pada penelitian ini adalah konsumen yang pernah menginap di Greenhost Boutique Prawirotaman,Yogakarta pada daerah DKI Jakarta. Sampel yang digunakan dalam penelitian ini adalah 170 responden. Metode pengambilan sampel dilakukan dengan metode Purposive sampling. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS. Hasil penelitian ini menunjukan bahwa Green Marketing berpengaruh positif dan signifikan terhadap Keputusan Menginap, Brand Image berpengaruh positif dan signifikan terhadap Keputusan Menginap, dan Service Quality berpengaruh positif dan signifikan terhadap Keputusan Menginap. Kata kunci: pemasaran hijau, citra merek, kualitas layanan, keputusan menginap

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 092
NIM/NIDN Creators: 43116010129
Uncontrolled Keywords: pemasaran hijau, citra merek, kualitas layanan, keputusan menginap
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 02 Mar 2022 08:00
Last Modified: 08 Mar 2022 01:46
URI: http://repository.mercubuana.ac.id/id/eprint/57103

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