MENINGKATKAN DAYA TARIK ECOLODGE BUKIT LAWANG RESORT MELALUI GREEN MARKETING DAN KUALITAS LAYANAN UNTUK MENINGKATKAN KEPUTUSAN MENGINAP WISATAWAN
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh green marketing dan service quality terhadap keputusan menginap di Ecolodge Bukit Lawang. Metode penelitian yang digunakan adalah kuantitatif dengan teknik pengumpulan data melalui kuesioner yang disebarkan kepada 100 wisatawan yang pernah menginap di Ecolodge Bukit Lawang. Data dianalisis dengan menggunakan teknik regresi linier berganda. Hasil penelitian menunjukkan bahwa green marketing dan service quality berpengaruh positif terhadap keputusan menginap di Ecolodge Bukit Lawang. Green marketing memiliki pengaruh terhadap keputusan menginap. Hal ini menunjukkan bahwa wisatawan lebih sensitif terhadap upaya-upaya ramah lingkungan yang dilakukan oleh Ecolodge Bukit Lawang dibandingkan dengan kualitas layanan yang diberikan.Implikasi dari penelitian ini adalah bahwa Ecolodge Bukit Lawang perlu terus meningkatkan upaya-upaya green marketingnya untuk menarik lebih banyak wisatawan. Ecolodge Bukit Lawang juga perlu meningkatkan kualitas layanannya untuk memberikan pengalaman yang lebih memuaskan bagi wisatawan.
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Andriyani, Y., & Zulkarnaen, W. (2017). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Mobil Toyota Yaris Di Wijaya Toyota Dago Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 1(2), 80-103. https://doi.org/10.31955/mea.vol1.iss2.pp80-103.
Asputri, I. M. P., Lubis, A., & Sugito, S. (2023). THE INFLUENCE OF GREEN HOTEL AND SERVICE QUALITY ON COSTUMER SATISFACTION IN MADANI HOTEL MEDAN. Jurnal Ekonomi, 12(3), 1907–1912.
Azzahra, P. R., Khairiyah, Y., Furqan, A., & others. (n.d.). Identifikasi Praktik Ecolodge di Indonesia Berdasarkan Prinsip Ekowisata: Studi Literatur. Jurnal Nasional Pariwisata, 13(1), 52–78.
Berezina, K., Bilgihan, A., Cobanoglu, C., & Okumus, F. (2016). Understanding satisfied and dissatisfied hotel customers: text mining of online hotel reviews. Journal of Hospitality Marketing \& Management, 25(1), 1–24.
Bulatović, D., & others. (2017). Ecotourism and ecolodge accommodation. ILIRIA International Review, 7(2), 247–260.
Chung, K. C. (2020). Green marketing orientation: Achieving sustainable development in green hotel management. Journal of Hospitality Marketing \& Management, 29(6), 722–738.
Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263–1279.
de Grosbois, D., & Fennell, D. A. (2022). Sustainability and ecotourism principles adoption by leading ecolodges: learning from best practices. Tourism Recreation Research, 47(5–6), 483–498.
Effendi, I., & Shunhaji, A. (2021). Consumer Factors Buying Organic Products in North Sumatera. Esensi : Jurnal Bisnis Dan Manajemen, December 2020. https://doi.org/10.51275/alim.v2i2.185
Fennell, D. A., & de Grosbois, D. (2023). Communicating sustainability and ecotourism principles by ecolodges: A global analysis. Tourism Recreation Research, 48(3), 333–351.
Ishak, R. P., Mayasari, D., Skawanti, J. R., & Andani, R. (2024). The Influence of Service Quality, Facilities and Location on The Decision to Stay at The Bountie Hotel and Convention Center Sukabumi. TRJ Tourism Research Journal, 8(1), 39–56.
Kim, Y. J., Palakurthi, R., & Hancer, M. (2012). The environmentally friendly programs in hotels and customers’ intention to stay: An online survey approach. International Journal of Hospitality \& Tourism Administration, 13(3), 195–214.
Liat, C. B., Mansori, S., & Huei, C. T. (2014). The associations between service quality, corporate image, customer satisfaction, and loyalty: Evidence from the Malaysian hotel industry. Journal of Hospitality Marketing \& Management, 23(3), 314–326.
Lubis, A., Lubis, N. W., Apriliya, I., & Hadi, W. P. (2022). MARKETING STRATEGY FOR PAID RICE AGRO-TOURISM IN THE VILLAGE MARKET TRANSFER. Jurnal Ekonomi, 11(03), 1394–1402.
Mbuthia, S., Muthoni, C., & Muchina, S. (2013). Hotel service quality: perceptions and satisfaction among domestic guests in Kenya. Arabian Journal of Business and Management Review (Oman Chapter), 2(8), 22.
Nugroho, I., Negara, P. D., & Yuniar, H. R. (2018). the Planning and the Development of the Ecotourism and Tourism Village in Indonesia: a Policy Review. Journal of Socioeconomics and Development, 1(1), 43–51. https://doi.org/10.31328/jsed.v1i1.532
Pakpahan, R. N. B., & Hidayat, R. (2023). THE INFLUENCE OF SERVICE QUALITY AND FACILITIES ON THE DECISION OF GUESTS TO STAY AT THE GRAND CITYHALL HOTEL MEDAN. Jurnal Ekonomi, 12(3), 792–799.
Parmawati, R., Hardyansah, R., Pangestuti, E., & Hakim, L. (2022). Ekowisata: Determinan Pariwisata Berkelanjutan untuk Mendorong Perekonomian Masyarakat. Universitas Brawijaya Press.
Purwanti, I., Abadi, M. D., Suyanto, U. Y., & Ahmad, S. T. I. E. K. H. (2019). Green marketing: strategy for gaining sustainable competitive advantage in industry 4.0. Manajemen Bisnis, 9(2), 176–193.
Rahmayani, C. A., & Aminah, A. (2021). Efektivitas Pengendalian Sampah Plastik Untuk Mendukung Kelestarian Lingkungan Hidup Di Kota Semarang. Jurnal Pembangunan Hukum Indonesia, 3(1), 18–33.
Segara, S. C., Effendi, I., & Lubis, A. (2023). The influence of brand image and digital marketing on the decisions to visit tourists to improve the community’s economy in Sayum Sabah. Enrichment: Journal of Management, 13(2), 1536–1542.
Sulistyadi, Y., Eddyono, F., & Entas, D. (2021). Indikator perencanaan pengembangan pariwisata berkelanjutan. Anugrah Utama Raharja.
Sutiarso, M. A. (2018). Pengembangan Pariwisata Yang Berkelanjutan Melalui Ekowisata.
Waskito, J. (2015). Upaya meningkatkan niat pembelian produk ramah lingkungan melalui nilai, resiko, dan kepercayaan terhadap produk hijau.
Waskito, J., & Harsono, M. (2012). Green consumer: deskripsi tingkat kesadaran dan kepedulian masyarakat joglosemar terhadap kelestarian lingkungan. JDM (Jurnal Dinamika Manajemen), 3(1).
Published
2024-07-17
How to Cite
Putra, Y., Effendi, I., & Siregar, D. (2024). MENINGKATKAN DAYA TARIK ECOLODGE BUKIT LAWANG RESORT MELALUI GREEN MARKETING DAN KUALITAS LAYANAN UNTUK MENINGKATKAN KEPUTUSAN MENGINAP WISATAWAN. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 1874-1882. https://doi.org/10.31955/mea.v8i2.4263
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