PERAN GREEN TRUST DAN GREEN SATISFACTION MEMEDIASI HUBUNGAN GREEN IMAGE DENGAN GREEN LOYALTY

  • Ni Luh Gde Sari Dewi Astuti Fakultas Ekonomi dan Bisnis Universitas Udayana
  • I Putu Gde Sukaatmadja Fakultas Ekonomi dan Bisnis Universitas Udayana
DOI: https://doi.org/10.24843/EEB.2018.v07.i03.p07

Abstract

Green hotel has become a branding and strategy in winning business competition, if using environmentally friendly energy. This study aims to explain the relationship green image with green trust, green image with green satisfaction, green trust with green loyalty, green satisfaction with green loyalty, green image with green loyalty, and to explain the role of green trust and green satisfaction in mediating green image relationship with green loyalty. The population in this study are the guests who have been staying at Hotel Bali Tropic Resort & Spa (minimum 2 times stay in the period of 2013-2017) with sample size of 100 respondents. This research uses analysis technique PLS (Partial Least Square). This study found that green image has a positive relationship with green trust, green satisfaction, and green loyalty. Green trust and green satisfaction have a positive relationship with green loyalty. Green trust and green satisfaction are able to mediate partially and have a positive relationship with green loyalty.

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Published
2018-04-21
How to Cite
ASTUTI, Ni Luh Gde Sari Dewi; SUKAATMADJA, I Putu Gde. PERAN GREEN TRUST DAN GREEN SATISFACTION MEMEDIASI HUBUNGAN GREEN IMAGE DENGAN GREEN LOYALTY. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, [S.l.], p. 809-836, apr. 2018. ISSN 2337-3067. Available at: <https://ojs.unud.ac.id/index.php/eeb/article/view/36141>. Date accessed: 21 nov. 2024. doi: https://doi.org/10.24843/EEB.2018.v07.i03.p07.
Citation Formats
Issue
VOLUME.07.NO.03.TAHUN 2018
Section
Articles