PENGARUH GREEN PRICE, GREEN PROMOTION, DAN GREEN PLACE TERHADAP COMMUNITY ECONOMY DI KAWASAN WISATA YOGYAKARTA
DOI:
https://doi.org/10.32477/jrm.v12i1.1067Keywords:
Green Price, Green Promotion, Green Place, Ekonomi Masyarakat, Sustainability Entering dan New NormalAbstract
Penelitian ini bertujuan untuk menganalisis dan menjelaskan (1) mengetahui pengaruh Green Marketing terhadap kelestarian lingkungan pada wisatawan; (2) Untuk mengetahui pengaruh Green Marketing terhadap perekonomian masyarakat pada wisatawan; (3) Untuk mengetahui pengaruh dari kelestarian lingkungan terhadap perekonomian masyarakat di kawasan wisata; (4) Untuk mengetahui pengaruh Green Marketing (Green Price, Green Promotion, dan Green Place) terhadap perekonomian masyarakat di kawasan wisata melalui lingkungan keberlanjutan sebagai variabel interferensi. Penelitian ini menggunakan metode pengumpulan data dengan kuesioner dengan kuantitatif mendekati. Populasi yang menjadi objek penelitian adalah wisatawan yang berkunjung ke kawasan wisata di Yogyakarta. Menguji analisis menggunakan SEM dengan alat analisis Smart PLS. Green Price tidak secara langsung mempengaruhi kelestarian lingkungan, sedangkan green promotion dan green place secara langsung mempengaruhi kelestarian lingkungan. Green Price, Green Promotion, dan Green Place tidak berpengaruh langsung terhadap perekonomian masyarakat, sedangkan kelestarian lingkungan berpengaruh langsung terhadap ekonomi masyarakat. Green Price tidak secara langsung mempengaruhi perekonomian masyarakat melalui kelestarian lingkungan promosi hijau dan tempat-Green Place secara tidak langsung mempengaruhi masyarakat. Ekonomi masyarakat melalui kelestarian lingkungan.
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