Pengaruh Green Marketing Orientation, Perceived Enjoyment, dan Perceived Originality terhadap Customer Trust, Customer Engagement, & Repurchase Intention pada Platform Pemesanan Hotel

Muhammad Alfis Budi Sanjaya, Kurniawati Kurniawati

Abstract


Perkembangan zaman yang diiringi oleh kemajuan teknologi telah menjadi kunci utama dalam mendorong pertumbuhan ekonomi industri. Dalam konteks ini, perusahaan-perusahaan yang mendominasi pasar domestik mulai merambah ke pasar internasional dengan tujuan meningkatkan efisiensi operasional dan pendapatan. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh Green Marketing Orientation, Perceived Enjoyment, dan Perceived Originality terhadap Customer Trust, Customer Engagement, dan Repurchase Intention. Penelitian ini berfokus pada pengguna platform pemesanan hotel: traveloka, agoda, booking.com, tiket.com, dan pegipegi. Metode penelitian yang digunakan adalah penelitian kualitatif dengan menggunakan data primer dengan menggunakan teknik purposive sampling & Non Probability Sampling, 324 responden dikumpulkan. Data dianalisis menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa Green Marketing Orientation dan Perceived Enjoyment berpengaruh positif terhadap Customer Trust dan Customer Engagement, sementara Perceived Originality secara signifikan mempengaruhi Customer Engagement. Implikasi manajerial dari penelitian ini menyarankan platform pemesanan hotel untuk memperkuat strategi pemasaran hijau, meningkatkan fitur personalisasi, dan meningkatkan pengalaman pengguna untuk membangun kepercayaan, meningkatkan keterlibatan, dan mendorong pembelian ulang.
Kata Kunci: Repurchase Intention; Customer Engagement; Customer Trust; Perceived Originality; Perceived Enjoyment; Green Marketing Orientation.

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DOI: https://doi.org/10.37531/sejaman.v7i2.7715

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