The Implementation of Green Marketing Mix to Increase Purchase Decision of Meeting Package by PCO at The Stones Legian Bali Autograph Collection Hotel

Wirata, I Made Gede Jiyestha Pramudya (2024) The Implementation of Green Marketing Mix to Increase Purchase Decision of Meeting Package by PCO at The Stones Legian Bali Autograph Collection Hotel. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This research aimed to determine the effectiveness of implementing a green marketing mix in increasing the purchase decisions of meeting packages by Professional Conference Organizers (PCOs) at The Stones Legian Bali Autograph Collection Hotel. Conducted from Juni 2023 to June 2024, the study focused on green marketing mix dimensions, including green product, green price, green place, and green promotion, as independent variables, with purchase decisions as the dependent variable. Data were collected through surveys of 77 respondents, revealing a balanced gender distribution and a predominant age group of 26-30 years. Statistical analysis showed a strong positive correlation between the green marketing mix and purchase decisions, with a Pearson Correlation of 0.682 and significance values below 0.05. The regression model indicated that a 1% increase in the green marketing mix led to a 51.5% increase in purchase decisions. The coefficient of determination (R2) of 0.465 suggested that 46.5% of the variation in purchase decisions could be explained by the green marketing mix. In conclusion, the study demonstrated that the implementation of a green marketing mix significantly enhances the purchase decisions of meeting packages, highlighting the importance of sustainability in the hospitality industry and providing a competitive edge in the MICE tourism sector.

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