The Influence of Green Marketing and Green Awareness on Green Attitudinal Loyalty at Luxury Brand Pramana

Ni Putu Risa Sasikirana  Weda; I Gusti Agung Gede  Witarsana; Ni Made  Suastini

doi:10.55927/marcopolo.v2i11.11294

Authors

Ni Putu Risa Sasikirana Weda Program Studi Pengelolaan Perhotelan, Politeknik Pariwista Bali
I Gusti Agung Gede Witarsana Program Studi Pengelolaan Perhotelan, Politeknik Pariwista Bali
Ni Made Suastini Program Studi Pengelolaan Perhotelan, Politeknik Pariwista Bali

DOI:

https://doi.org/10.55927/marcopolo.v2i11.11294

Keywords:

Green Marketing, Green Awareness, Green Attitudinal Loyalty

Abstract

This study aims to examine the contribution of green marketing and green awareness to green attitudinal loyalty. This community service targets people who have stayed at Luxury Brand Pramana, with a sample of 100 respondents. The methods used include Multiple Linear Regression, Coefficient of Determination, t-test, and F-test. The research process was carried out over a period of 6 months starting from December 2023 to May 2024. The results of the study showed that green marketing and green awareness, both individually and together, have a significant effect on green attitudinal loyalty with an effect of 58.8%. The implication is that Luxury Brand Pramana is expected to increase promotion through advertising and social media with environmental messages, consistently apply environmentally friendly concepts, and adjust pricing policies.

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