Pengaruh Green Product,  Brand Image dan Environmental Awareness terhadap Purchase Intention BudiSun Resort Maumere

Dimas Realino; Yohanes Pieter Pedor Parera

Authors

Dimas Realino Universitas Nusa Nipa
Yohanes Pieter Pedor Parera Universitas Nusa Nipa

Keywords:

Green Product, Brand Image, Environmental Awareness, Purchase Intention, Pariwisata Berkelanjutan, BudiSun Resort Maumere

Abstract

Isu perubahan iklim dan meningkatnya kesadaran masyarakat terhadap lingkungan mendorong industri pariwisata untuk menerapkan praktik berkelanjutan, termasuk penggunaan produk ramah lingkungan. BudiSun Resort Maumere merupakan salah satu resort di Nusa Tenggara Timur yang telah mengadopsi prinsip-prinsip ramah lingkungan dalam operasionalnya. Namun, masih diperlukan kajian mengenai sejauh mana praktik tersebut memengaruhi keputusan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Green Product, Brand Image, dan Environmental Awareness terhadap Purchase Intention konsumen pada BudiSun Resort Maumere. Pendekatan yang digunakan adalah kuantitatif dengan metode survei terhadap 150 responden yang pernah menginap di resort tersebut. Instrumen penelitian berupa kuesioner dan data dianalisis menggunakan regresi linier berganda dengan bantuan SPSS 25. Hasil analisis menunjukkan bahwa secara simultan ketiga variabel berpengaruh signifikan terhadap Purchase Intention (R² = 0,827; F = 231,894; sig = 0,000). Secara parsial, Brand Image (β = 0,321; sig = 0,000) dan Environmental Awareness (β = 0,651; sig = 0,000) berpengaruh positif dan signifikan, sedangkan Green Product tidak berpengaruh signifikan (β = –0,056; sig = 0,354). Temuan ini menegaskan pentingnya membangun citra merek yang kuat dan meningkatkan kesadaran lingkungan konsumen dalam strategi pemasaran pariwisata berkelanjutan.

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