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Title: | Analisis Pengaruh Green Marketing Dan Brand Image Terhadap Keputusan Menginap Dan Kepuasan Pelanggan di Ecolodge Bukit Lawang Resort |
Other Titles: | Analysis of the Influence of Green Marketing and Brand Image Regarding the Decision to Stay And Customer Satisfaction in Bukit Lawang Ecolodge Resorts |
Authors: | Putra, Yudha Maulana |
metadata.dc.contributor.advisor: | Lubis, Adelina Pratama, Ikbar |
Keywords: | green marketing;brand image;kepuasan pelanggan;bukit lawang resort |
Issue Date: | 25-Mar-2025 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;221805014 |
Abstract: | Kesadaran global akan pentingnya pelestarian lingkungan semakin meningkat karena kekhawatiran akan kemungkinan besar terjadinya bencana lingkungan yang mengancam, tidak hanya kesehatan, tetapi juga kelangsungan hidup manusia dan keturunannya.Bukit Lawang Resort , yang terletak di Taman Nasional Gunung Leuser,Sumatera Utara, memiliki potensi besar untuk ekowisata. Keindahan alam,keanekaragaman hayati, dan budaya local yang unik menjadi daya tarik utama bagi wisatawan yang ingin merasakan pengalaman wisata ramah lingkungan.Resort ini menawarkan berbagai jenis akomodasi, termasuk ecolodge. Ecolodge adalah jenis akomodasi yang dirancang untuk meminimalkan dampak lingkungan dan memberikan pengalaman wisata yang berkelanjutan.Penelitian ini menggunakan kuantitatif dengan populasi 960 pelanggan Ecoldoge Bukit Lawang Resort. Penggunaan sampel pada penelitian ini adalah 282 responden.Sumber data yang di gunakan dalam penelitian ini adalah data primer yang di peroleh dengan menyebarkan kuesioner kepada responden melalui googleform. Teknik analisis data dalam penelitian ini adalah uji Lisrel, Convergent Validity, Discriminat Validity dan Cronbach Alphamenggunakan softwareSmartPLS4.Hasil penelitian ini adalah green marketing tidak pengaruh positif dan signifikan terhadap keputusan menginap di Ecolodge Bukit Lawang Resort,Brand Image berpengaruh positif dan signifikan terhadap kepuasan menginap di Ecolodge Bukit Lawang Resort, keputusan menginap berpengaruh positif dan signifikan terhadap kepuasan pelanggan di Ecolodge Bukit Lawang Resort. Global awareness of the importance of environmental conservation is increasing due to concerns about the potential for environmental disasters that threaten not only health but also the survival of humans and their descendants. Bukit Lawang Resort, located in Gunung Leuser National Park, North Sumatra, has great potential for ecotourism. The natural beauty, biodiversity, and unique local culture are the main attractions for tourists who want to experience ecofriendly tourism. The resort offers various types of accommodation, including ecolodge. Ecolodge is a type of accommodation designed to minimize environmental impact and provide a sustainable tourism experience. This study uses quantitative with a population of 960 customers of Ecoldoge Bukit Lawang Resort. The sample used in this study was 282 respondents. The data source used in this study is primary data obtained by distributing question nairestorespondents via Google Form. The data analysis technique in this study is the Lisrel test, Convergent Validity, Discriminat Validity and Cronbach Alpha using SmartPLS4 software.There sults of this study are that green marketing does not have a positive and significant influence on the decision to stay at Ecolodge Bukit Lawang Resort, Brand Image has a positive and significant influence on satisfaction with stay in gat Ecolodge Bukit Lawang Resort, the decision to stay has a positive and significant influence on customer satisfaction at Ecolodge Bukit Lawang Resort. |
Description: | 95 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/27658 |
Appears in Collections: | MT - Master of Management |
Files in This Item:
File | Description | Size | Format | |
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221805014 - Yudha Maulana Putra - Chapter IV.pdf Restricted Access | Chapter IV | 659.58 kB | Adobe PDF | View/Open Request a copy |
221805014 - Yudha Maulana Putra - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 2.21 MB | Adobe PDF | View/Open |
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