The Implementation of Green Marketing in Increasing Event Sales at Conrad Bali

Cahyani, Ni Luh Putu Indah Budi (2024) The Implementation of Green Marketing in Increasing Event Sales at Conrad Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

The purpose of this research is to find out how the implementation and impact of green marketing in increasing event sales at Conrad Bali. Collecting data is using questionnaires, observation, literature study, and documentation. The sample used in this research is 44 respondents and determined using saturated sampling, which means the entire population used as the sample. Data analysis techniques was used descriptive statistical analysis and simple linear regression analysis. The first research problem is answered using descriptive statistical analysis and the second problem is determined using simple linear regression. The results of this research show that Conrad Bali has well implemented green marketing that consist of green product, green price, green place, green promotion, green people, green physical evidence, while green process is needed to improve because it is less implemented. The results of the hypothesis test show green marketing has a significant impact in increasing event sales. For the quantitative analysis results from the coefficient of determination test, green marketing can increase event sales by 37.8%, and 62.2% is influenced by other factors.

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