Efektivitas Implementasi Green Marketing Mix Terhadap Capaian Tingkat Hunian Kamar Di Alam Ubud Villa
DOI:
https://doi.org/10.22225/wmbj.8.2.2026.158-167Keywords:
Implementation, green marketing mix, room occupancy rate, effectiveness, significantAbstract
This study aims to determine the implementation of the green marketing mix and its effectiveness on room occupancy rates at Alam Ubud Villa in Ubud, Gianyar. Six methods were used to collect data: observation, interviews, questionnaires, documentation, literature review, and focus group discussions. The analysis techniques used were: a. Quantitative analysis, using descriptive statistical techniques, namely statistical techniques that discuss the collection, processing, presentation, and calculation of values ??from data depicted in tables or diagrams and the t-test for two paired samples (Paired-samples T-Test), which tests the effectiveness of green marketing mix implementation on hotel occupancy rates. b. Descriptive analysis
techniques to explain the analysis results and help draw conclusions about the research findings. Based on the analysis results, it shows that the implementation of the green marketing mix at Alam Ubud Villa is very good with a value of 4.32. Meanwhile, the implementation of the green marketing mix has a real or significant impact on increasing room occupancy rates at Alam Ubud Villa, as seen from the calculated t-value (5.096) which is greater than the t-table (2.2010), which is in the rejection area of ??Ho and H1 is accepted. This means that the implementation of the green marketing mix is ??effective in increasing room occupancy rates at Alam Ubud Villa.
References
Dahlstrom, R. (2011). Green Marketing Management.
Damardjati. (2006). Istilah-Istilah Dunia Pariwisata.
Dwi, R., Srikandi, A., & Yulianto, K. E. (2015). Pengaruh green marketing terhadap minat beli serta dampaknya pada keputusan pembelian. Jurnal Administrasi Bisnis (JAB)|Vol, 22(2), 1–10.
Fatimah, N. F., & Setiawardani, M. (2019). Pengaruh Green Marketing Mix Terhadap Keputusan Pembelian (Studi Pada Konsumen the Body Shop Kota Bandung). Prosiding Industrial Research Workshop and National Seminar, 10(1), 1089–1101. https://jurnal.polban.ac.id/proceeding/article/view/1469
Hasan A., 2021, Green Tourism. Media Wisata 2021;12. http12s://doi.org/10.36276/mws.v12i1.195
Mamahit, L. (2015). Pengaruh green marketing terhadap keputusan pembelian produk air minum dalam kemasan Ades pada mahasiswa. Jurnal Ekonomi Dan Kewirausahaan, 15(3), 339–345. https://ejurnal.unisri.ac.id/index.php/Ekonomi/article/view/1130
Manongko, & Allen. (2018). Green Marketing (Suatu Perspektif Marketing Mix & Theory of Planned Behavior).
Manongko, A. A. C., & Pd, S. (2018). Green Marketing Suatu Perspektif Marketing Mix & Theory of Planned Behavior.
Marsono, D. (2016). Dampak Pariwisata Religi Kawasan Masjid Sunan Kudus Terhadap Ekonomi, Lingkungan, Dan Soial Budaya.
Nabivi, E. (2020). Implementation of Green Marketing Concept Through Social Media Activities: A Systematic Literature Review. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2/2020(11), 55–67. https://doi.org/10.7172/2449-6634.jmcbem.2020.2.4
Panungkelan, L., Tumbel, A., Tawas, H., Manajemen, J., Sam, U., & Manado, R. (2018). Analisis Pengaruh Strategi Green Marketing Dan Corporate Social Responsibility Terhadap Keputusan Menginap Di Hotel Swiss Bell Analysis The Influence Of Green Marketing Strategy And Corporate Social. 6(3), 1178–1187.
Putu Agus Prayogi, I Wayan Kartimin, I Made Hedy Wartana. Penerapan konsep green tourism dalam pengembangan pantai Kelan Tuban sebagai daya tarik wisata berkelanjutan di Kabupaten Badung. Journal of Tourism and Interdiciplinary Studies 2022;2:101–9. https://doi.org/10.51713/jotis.v2i2.80
Rama, 2016, "Teori dan Praktik Hotel Front Office", Alfabeta, Bandung.
Riyanto, S. (2016). Pengertian Dasar Dalam Statistika. Pengertian Dasar Dalam Statistika,1975,9. http://jurnalhikmah.staisumateramedan.ac.id/index.php/hikmah/article/download/8/11%0A
Sugiyono, P, D. (2019). Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif, R&D (Cetakan Ke 26).
Sugiyono. (2014). Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi (Mixed Methods).
Suharsimi, Arikunto, 2002: 107,111), Prosedur Penelitian: suatu Pendekatan Praktek, Edisi Revis ke-5, PT Renika, Jakarta.
Tahiri, A., Kovaçi, I., Lekiqi, B., & Rexhepi, A. (2021). Tourism and hotel industry: Definition, concepts and development – the case of kosovo. Quality - Access to Success, 22(182), 110–115. https://www.proquest.com/openview/92ce99896d6b765ebcffcea462d24634/1?pq-origsite=gscholar&cbl=1046413
Triana, M., & Sulhaini, S. (2019). Pengaruh Green Marketing Mix Terhadap Value Perception Dan Minat Beli Konsumen the Body Shop Di Kota Mataram. Jmm Unram - Master of Management Journal, 8(2), 115–129. Https://Doi.Org/10.29303/Jmm.V8i2.429
Umar, 2005, M Riset Bisnis, PT Gramedia Pustaka Utama, Jakarta.
Undang-Undang No 10 Tahun 2009 Tentang Kepariwisataan (The Law of Tourism No. 10 Year 2009).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 A. Agung Putu Swabawa, Made Setena
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge. 
 All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons-Non Ceomercial-Attribution-ShareAlike (CC BY-NC-SA)
