Green Marketing Analysis at Aruna Senggigi Resort & Convention

Gunawan, Firsta Wity Peafut and Sari, I Gusti Agung Mas Krisna Komala and Darlina, Lien (2022) Green Marketing Analysis at Aruna Senggigi Resort & Convention. Repositori Politeknik Negeri Bali.

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Abstract

This study discusses the application of green marketing at Aruna Senggigi Resort & Convention. The existence of issues regarding global warming, and environmental damage, innovative companies make green marketing as a way to attract consumers and the public as a marketing strategy. The purpose of this study was to determine the application of green marketing and the constraints in implementing green marketing at Aruna Senggigi Resort & Convention. The research method used is descriptive qualitative analysis method. The data from this study were obtained by means of observation and interviews, interviews were conducted with resource persons who were considered to understand and know in more detail about the problems of the research conducted, so that they could collect information for the data reduction process and then verify the data to be able to draw conclusions about the problems raised. discussed in this study. Data collection methods used in this study are observation, interviews, documentation and literature study. The results of this study show that of the 4 (four) indicators (green product, green price, green place, green promotion) and a total of 11 (eleven) green marketing sub-indicators that 79.2% have been implemented by Aruna Senggigi Resort & Convention. Indicators that have not been implemented opti-mally are green prices with a total of 50% and green promotion only 66.7%. The sub-indicator that has not been implemented properly by Aruna Senggigi Resort & Convention is the price of a green product is more expensive than conventional products and for the green pro-motion sub-indicator that has not been implemented optimally is promotion by raising environmental issues. The obstacles in imple-menting green marketing at Aruna Senggigi Resort & Convention are limited market segments, relatively high prices, and there are sev-eral consumer complaints regarding water refills.

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