Previously submitted to: JMIR Bioinformatics and Biotechnology (no longer under consideration since Dec 20, 2024)
Date Submitted: Dec 16, 2024
Warning: This is an author submission that is not peer-reviewed or edited. Preprints - unless they show as "accepted" - should not be relied on to guide clinical practice or health-related behavior and should not be reported in news media as established information.
Green Satisfaction and Green Trust as Mediation of the Influence of Green Image and Green Marketing on Green Loyalty in Hotels 3 Star in Surabaya
ABSTRACT
Background:
The development of people's mindset and concern for the environment has led to a desire to use environmentally friendly products or services. This causes hotels to be required to implement the Green Hotel concept to fulfill desires and increase the number of visitors.
Objective:
The research aims to analyze and explore the influence of green image, green product, green price, green place and green promotion on green satisfaction and green trust; as well as to analyze and explore the influence of green satisfaction and green trust on green loyalty.
Methods:
The type of research used is causal explanatory research. The research sampling technique is a purposive sampling technique with the sample selection criteria. In this research, a questionnaire instrument was used. The analytical technique for analyzing data and testing hypotheses uses structural equation modelling (SEM). Calculations using SmartPLS Ver 3.28.
Results:
The results concluded that Green Image, Green Product, Green Price, Green Place and Green Promotion have a significant positive effect on Green Satisfaction and Green Trust among 3 Star Hotel Visitors in Surabaya with the Implementation of the Green Hotel Concept. However, Green Place has no significant positive effect on the Green Trust of 3 Star Hotel Visitors in Surabaya with the Implementation of the Green Hotel Concept; while Green Satisfaction and Green Trust have a significant positive effect on the Green Loyalty of 3 Star Hotel Visitors in Surabaya with the Implementation of the Green Hotel Concept
Conclusions:
The results concluded that Green Image, Green Product, Green Price, Green Place and Green Promotion have a significant positive effect on Green Satisfaction and Green Trust among 3 Star Hotel Visitors in Surabaya with the Implementation of the Green Hotel Concept. However, Green Place has no significant positive effect on the Green Trust of 3 Star Hotel Visitors in Surabaya with the Implementation of the Green Hotel Concept; while Green Satisfaction and Green Trust have a significant positive effect on the Green Loyalty of 3 Star Hotel Visitors in Surabaya with the Implementation of the Green Hotel Concept
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