PENGARUH ELECTRONIC WORD OF MOUTH, GREEN MARKETING PRACTICE DAN GREEN BRAND IMAGE DENGAN MEDIASI GREEN ATTITUDE INTENTION TO CHOOSE GREEN HOTEL

FADLI, MOCHAMMAD JAMALUDDIN AL (2025) PENGARUH ELECTRONIC WORD OF MOUTH, GREEN MARKETING PRACTICE DAN GREEN BRAND IMAGE DENGAN MEDIASI GREEN ATTITUDE INTENTION TO CHOOSE GREEN HOTEL. S2 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 COVER.pdf Download (676kB) | Preview
	Text (BAB I) 02 BAB 1.pdf Restricted to Registered users only Download (429kB)
	Text (BAB II) 03 BAB 2.pdf Restricted to Registered users only Download (492kB)
	Text (BAB III) 04 BAB 3.pdf Restricted to Registered users only Download (285kB)
	Text (BAB IV) 05 BAB 4.pdf Restricted to Registered users only Download (635kB)
	Text (BAB V) 06 BAB 5.pdf Restricted to Registered users only Download (246kB)
	Text (DAFTAR PUSTAKA) 07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (219kB)
	Text (LAMPIRAN) 08 LAMPIRAN.pdf Restricted to Registered users only Download (436kB)

Abstract

This study aims to examine the influence of Electronic Word of Mouth, Green Marketing Practice, and Green Brand Image on Intention to Choose Green Hotel with Green Attitude as a mediating variable. The research objects are consumers who have experience staying at environmentally friendly hotels in the Jabodetabek area. A total of 250 respondents were selected using purposive sampling technique. The study employed a quantitative approach with Structural Equation Model (SEM) using SmartPLS 4.0 as the analytical tool. The results show that Electronic Word of Mouth, Green Marketing Practice, and Green Brand Image have a positive and significant effect on Green Attitude. Furthermore, Green Attitude is proven to act as a mediating variable that strengthens the influence of these three factors on Intention to Choose Green Hotel. The findings of this study are expected to provide valuable insights for hotel owners and marketers in developing sustainability-based communication and marketing strategies to attract environmentally conscious consumers. Keywords: Electronic Word of Mouth, Green Marketing Practice, Green Brand Image, Green Attitude, Intention to Choose Green Hotel. Penelitian ini dilakukan untuk mengetahui pengaruh Electronic Word of Mouth, Green Marketing Practice, dan Green Brand Image terhadap Intention to Choose Green Hotel dengan mediasi Green Attitude. Objek penelitian ini adalah konsumen yang memiliki pengalaman menginap di hotel ramah lingkungan di wilayah Jabodetabek. Jumlah responden dalam penelitian ini sebanyak 250 orang dengan teknik pengambilan sampel purposive sampling. Pendekatan penelitian menggunakan metode kuantitatif dengan Structural Equation Model (SEM) berbantuan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Electronic Word of Mouth, Green Marketing Practice, dan Green Brand Image berpengaruh positif dan signifikan terhadap Green Attitude. Selanjutnya, Green Attitude terbukti berperan sebagai variabel mediasi yang memperkuat pengaruh ketiga variabel tersebut terhadap Intention to Choose Green Hotel. Temuan penelitian ini diharapkan dapat menjadi masukan bagi pemilik hotel dan pemasar dalam menyusun strategi komunikasi serta pemasaran yang berbasis keberlanjutan untuk menarik konsumen yang peduli lingkungan. Kata kunci: Electronic Word of Mouth, Green Marketing Practice, Green Brand Image, Green Attitude, Intention to Choose Green Hotel.

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 25 068
NIM/NIDN Creators:	55123120073
Uncontrolled Keywords:	Electronic Word of Mouth, Green Marketing Practice, Green Brand Image, Green Attitude, Intention to Choose Green Hotel.
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 177 Ethics of Social Relations/Etika Dalam Hubungan Sosial Pergaulan > 177.1 Courtesy, Hospitally, Politeness/Istimewa, Rawat Inap, Kesantunan 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 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 910 Geography and Travel/Geografi dan Perjalanan > 910.1-910.9 Standard Subdivisions of Geography and Travel/Subdivisi Standar dari Geografi dan Perjalanan > 910.4 Accounts Travels/Kisah Perjalanan > 910.46 Hotels/Hotel, Motel
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	13 Oct 2025 03:14
Last Modified:	13 Oct 2025 03:14
URI:	http://repository.mercubuana.ac.id/id/eprint/99104

Actions (login required)

View Item