Green Practice Implementation as A Driver to Boost Brand Image of Capella Ubud Bali

Ening, Dewa Ayu Paramita (2024) Green Practice Implementation as A Driver to Boost Brand Image of Capella Ubud Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to demonstrate and examine the impact of implementing green practices on Capella Ubud Bali's brand image. This study had 140 respondents, and the author collected data by direct field observation, interviews, and observation in addition to distributing questionnaires. This research utilized quantitative methodology, utilizing the simple linear regression analysis technique. IBM SPSS Statistics 25 was utilized to conduct correlation analysis, simple linear regression analysis, t_test, validity and reliability tests, and other traditional assumption tests, along with data quality assessments (validity and reliability tests), coefficient of determination, and t_test. Based on the analysis's findings, it was concluded that the variable improvements in brand image are positively and significantly impacted by the variable application of green practices.Green practices have a considerable impact on brand image, as evidenced by the regression coefficient result, where the t-count of 15.228 is bigger than the t-table of 1.977. The analysis's findings also show that a higher adoption of green practices will improve a company's reputation. According to the results of the coefficient of determination test, Green Practice boosts Brand Image by 62,7%, with the remaining 37,3% being influenced by other study variables.

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