Pengaruh Faktor-Faktor Green Marketing Terhadap Keputusan Konsumen Melakukan Destinasi Wisata Camp Hulu Cai

Abstract

Green Marketing is an advertising method that promotes products and interacts with the environment to potential buyers. The marketing mix must be responsive to problem areas. The marketing mix is known to have 4P components such as Product, Price, Place, and Promotion. It fits the philosophy of green marketing that every element in the marketing mix must have green thinking as the goal of bringing products to market

          The objectives of this study are (1) to determine how much influence the Green Product has on the decision to make Camp Hulu Cai tourist destinations, 2) To determine how much influence the Green Price has on consumers' decisions to make Camp Hulu Cai tourist destinations, 3) To determine how much influence the Green Distribution has on consumer decisions to make tourist destinations Camp Hulu Cai, 4) To determine how much influence the Green Promotion has on consumers' decisions to make Camp Hulu Cai tourist destinations, 5) To determine how much influence the Green Product, Green Price, Green Promotion, Green Promotion are together on the Camp Hulu Cai tourist destination .

          The number of respondents in this study amounted to 150 respondents drawn from the people of Bogor City. The research data were processed using SPSS 25. The method of analysis used was multiple regression analysis.

            The results of this study are as follows 1) Green Product variable has a positive and significant effect on Decisions at Camp Hulu Cai Tourism Destinations with a regression coefficient value of 0.541 and has a value of 0.000 <0.05. This means that the higher the Green Product, the higher the Decision at the Camp Hulu Cai Tourism Destination, 2) The Green Price variable has a positive and insignificant effect on the Decision at the Camp Hulu Cai Tourism Destination with a regression coefficient value of 0.094 and has a significance value of 0.333 > 0.05 , 3) The Green Distribution Variable Decision to Start at Camp Hulu Cai Tourism Destinations with a regression coefficient value of 0.488 and a significance value of 0.000 < 0.05. This means that the higher the Green Product, the higher the Decision at the Camp Hulu Cai Tourism Destination, 4) The Green Promotion variable has a positive and significant effect on the Decision at the Camp Hulu Cai Tourism Destination with a regression coefficient value of 0.118 and has a significance value of 0.045 < 0, 05. This means that the higher the Green Promotion, the higher the Decision on Camp Hulu Cai Tourism Destinations, 5) Green Product, Green Price, Green Distribution, and Green Promotion variables have a positive and significant impact on Start Decisions at Camp Hulu Cai Tourism Destinations with an F value calculated of the total variables is 18,777 while the F table is 2.43 which means F count > F table so H0 is rejected and H5 is accepted. So it can be said that the higher the Eco-Friendly Products, Environmentally Friendly Prices, and Environmentally Friendly Promotions, the higher the Camp Hulu Cai Tourism Destination.