Implementation of Green Marketing Mix in Increasing Brand Image at W Bali-Seminyak

Kusumasari, Nyoman Omi (2024) Implementation of Green Marketing Mix in Increasing Brand Image at W Bali-Seminyak. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

In the current era of globalization, competition between companies is increasing, including in the hotel industry, which encourages hotels such as W Bali-Seminyak to implement green marketing strategies to attract guests. This strategy not only reduces negative impacts on the environment and creates a positive brand image but also increases guest awareness and loyalty, makes the company superior to competitors, and leads to increased profitability. The research population included 152,000 W Bali- Seminyak Instagram followers, with a sample size of 100 respondents selected using simple random sampling and the Slovin formula for representativeness and generalization. In this discussion, the implementation of the green marketing mix at W Bali-Seminyak, primarily through green products, green prices, green places, and green promotions, plays a crucial role in improving the hotel's brand image. Green products, such as the use of eco-friendly materials and reduced waste, illustrate the hotel's commitment to environmental sustainability, increasing guests' positive perception of the brand. Prices that match quality and premium pricing practices that reflect sustainability also contribute to this positive image. With its strategic location and many environmentally friendly facilities, the Green Place strengthens the hotel's appeal to guests who care about the environment. Green Promotion through social media content and environmental support programs is also effective in influencing public perception and strengthening the image of W Bali-Seminyak as a leader in environmentally friendly practices in the hotel industry. The results of this research indicate that the green marketing mix strategy positively and significantly contributes to the formation of a strong and sustainable Brand Image for W Bali-Seminyak.

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