Analisis pengaruh strategi Green Marketing terhadap sikap dan niat konsumen dalam memilih dan menentukan Hotel khususnya pada Hotel Novotel Benoa Bali

SATRIYO, Pradono Ajie, Dra. Sari Winahjoe S., MBA

2006 | Tesis | Magister Manajemen

Perkembangan bisnis perhotelan di Indonesia mengalami peningkatan yang cukup pesat. Perkembangan bisnis perhotelan tersebut sejalan dengan peningkatan jumlah wisatawan mancanegara dan wisatawan nusantara yang berkunjung ke pusatpusat pariwisata di seluruh Indonesia. Berdasarkan hal tersebut maka Hotel Novotel Benoa Bali mengembangkan suatu konsep hotel yang berbeda lain dari pada hotel-hotel sekelasnya. Konsepnya CORALIA, yaitu kepanjangan dari, Culture, Originality, Relaxation, Activities, Liberty, Individuality, dan Authenticity. Konsep ini sangat relevan dengan strategi Green marketing atau suatu konsep dasar dalam pemasaran produk-produk ramah lingkungan. Strategi Green Marketing memerlukan langkah-langkah strategis dan taktik yang berkaitan dengan targeting, pricing, design product, positioning, logistic, marketing waste, promotion dan green alliances. Penelitian ini bertujuan untuk mengidentifikasi pengaruh keyakinan dan evaluasi dari strategi green marketing terhadap sikap konsumen dalam memilih kembali hotel, pengaruh strategi green marketing terhadap niat konsumen dalam memilih kembali hotel, serta pengaruh sikap terhadap niat konsumen terhadap hotel yang berstrategi green marketing. Hasil penelitian menunjukkan strategi green marketing mempunyai pengaruh yang signifikan terhadap sikap konsumen dalam memilih kembali hotel, dan strategi green marketing juga mempunyai pengaruh yang signifikan terhadap niat konsumen dalam memilih kembali hotel. Sedangkan pengaruh sikap konsumen tidak terlalu signifikan terhadap niat konsumen dalam memilih hotel yang berstrategi green marketing.

Hotel business in Indonesia has a significant up grading level. The growth of hotel business in Indonesia in line with increased of total foreign countries tourist and local tourist to visit to all tourism centers in Indonesia. Based on that, Hotel Novotel Benoa Bali developing a different hotel concept differs from any class hotels. The concept is CORALIA. That is elongation of, Culture, Originality, Relaxation, Activities, Liberty, Individuality, and Authenticity. This concept is very relevant with strategy of Green marketing or an elementary concept in marketing of environment friendly products. Strategy of Green Marketing need strategic stage steps and tactics related to targeting, pricing, product design, positioning, logistic, waste marketing, and promotion of green alliances. This research aim to identify influence of evaluation and confidence of strategy of green marketing to consumer attitude in hotel repeat purchase, influence of strategy of green marketing to consumer intention in hotel repeat purchase, and also influence of attitude to consumer intention to hotel which have strategy of green marketing. The result of research indicated that strategy of green marketing have significant influence to consumer attitude in hotel repeat purchase, and strategy of green marketing also have significant influence to consumer intention in hotel repeat purchase. While consumer attitude has not significant influence to consumer intention in repeat purchase hotel which have strategy of green marketing.

Kata Kunci : Manajemen Pemasaran,Green Marketing,Sikap dan Niat Konsumen, Green Marketing Strategy, Attitude, Intention, Hotel Novotel Benoa Bali, Significant