Implementation of Green Product and Green Corporate Image to Green Customer Loyalty at Hotel Indigo Bali Seminyak Beach

Dewi, Ni Luh Putu Utari and Sagitarini, Luh Linna and Winia, I Nyoman (2022) Implementation of Green Product and Green Corporate Image to Green Customer Loyalty at Hotel Indigo Bali Seminyak Beach. Repositori Politeknik Negeri Bali.

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Abstract

This study aims to analyze the effect of the application of green product quality and green corporate image on green customer loyalty at the Indigo Bali Seminyak Beach Hotel. The data collection methods used are observations, interviews, questionnaires and literature studies. The respondents in this study were 50 guests who stayed at Hotel Indigo Bali Seminyak Beach using the method of determining purposive sampling or sampling based on certain characteristics. The data analysis techniques used are descriptive qualitative and multiple regression analysis. Before conducting the analysis, a validity and reliability test was carried out on the questionnaire distributed to the respondents. Based on the results of the t test that has been carried out, it was concluded that the two partially free variables have a positive influence on green customer loyalty at the Indigo Bali Seminyak Beach Hotel. The results of the questionnaire and the results of statistical data processing are known that green product quality is more domi-nant in affecting green customer loyalty compared to green corporate image because in reality guests staying at Hotel Indigo Bali Seminyak Beach look more at how the quality of products or services offered by the hotel so that guests can decide to buy the product continuously. Based on the results of data analysis that has been carried out, green product quality and green corporate image together or simultaneously have a positive and significant effect on green customer loyalty.

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