Pengaruh Green Marketing Dan Konten Digital Terhadap Keputusan Menginap Studi Kasus Hotel Di Kawasan Nusa Dua Dengan Mediasi Brand Image

I Ketut Arjawa, Ni Nyoman Sri Wisudawati

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Kajian ini ditunjukkan untuk mengidentifikasi dampak dari penerapan green marketing dan strategi konten digital terhadap pertimbangan akhir menginap wisatawan pada hotel di kawasan Nusa Dua dengan brand image diteliti sebagai variabel mediasi dalam studi ini. Metode survei diterapkan dalam pendekatan kuantitatif penelitian ini.. Adapun yang menjadi populasi dalam kajian ini adalah wisatawan yang pernah menginap di hotel kawasan Nusa Dua. Teknik pengambilan sampel yang diterapkan adalah purposive sampling dan melibatkan 140 partisipansebagai sampel. Data dikumpulkan melalui penyebaran kuesioner kepada mereka menggunakan skala Likert lima poin dan dianalisis dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS. Temuan dari penelitian ini mengungkapkan bahwa green marketing dan konten digital memiliki pengaruh yang menguntungkan dan nyata terhadap persepsi brand image dan keputusan menginap. Brand image juga memiliki pengaruh yang menguntungkan dan nyata terhadap keputusan menginap. Lebih lanjut, brand image terbukti menjadi variabel mediasi yang signifikan. Dengan kata lain, green marketing dan konten digital berpengaruh terhadap keputusan menginap, sebagian besar karena kemampuannya membangun citra merek yang positif. Temuan ini mengindikasikan bahwa strategi pemasaran ramah lingkungan yang dikomunikasikan secara efektif melalui konten digital dapat memperkuat citra merek hotel dan meningkatkan keputusan wisatawan untuk menginap. Studi ini diharapkan mampu memberikan panduan atau landasan bagi pengelola hotel dalam merancang strategi pemasaran berkelanjutan dalam rangka peningkatan daya saing di industri perhotelan.

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DOI: https://doi.org/10.37531/yume.v9i1.10989

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