Pengaruh Green Purchase Behavior Konsumen Pada Green Living Di The Trans Luxury Hotel Bandung Terhadap Peran Environmental Knowledge & Environmental Awareness

Abstract

ABSTRAK The Trans Luxury Hotel Bandung adalah hotel milik perusahaan CT CORP yang didirikan oleh Chairul Tanjung. The Trans Luxury Hotel Bandung adalah hotel bintang 6 pertama di Indonesia The Trans Luxury Hotel Bandung yang dibuka pada tanggal 30 Juni tahun 2012 yang diresmikan langsung oleh presiden ke-6 Republik Indonesia yaitu oleh bapak Jendral TNI Prof. Dr. H. Susilo Bambang Yudhoyono. The Trans Luxury Hotel Bandung adalah hotel yang sudah menerapkan konsep green living yang menggunakan fasilitas ramah lingkungan dan dapat didaur ulang kembali, untuk setiap tahunnya The Trans Luxury Hotel Bandung mengadakan sebuah acara peduli lingkungan yaitu adalah kegiatan Earth Hour yang dilakukan oleh The Trans Luxury Hotel Bandung, yang mengajak konsumennya untuk memdamkan seluruh lampu dan listrik selama satu jam. Penelitian ini bertujuan untuk mengetahui adanya pengaruh variabel environmental knowledge terhadap variabel environmental awareness baik secara langsung maupun tidak langsung melalui green purchase behavior sebagai variabel intervening. Metode penelitian yang dilakukan adalah deskriptif dengan penekatan kuantitatif. Teknik sampel yang digunakan pada penelitian ini adalah purposive sampling dengan jumlah 100 responden. Penelitian ini menggunakan teknik analisis deskriptif dan structural equation modelling (SEM), pengumpulan data dilakukan dengan menyebarkan kuesioner ke 100 responden secara online. Pengolahan data dilakukan dengan menggunakan aplikasi software SmartPLS 3.0. Kata Kunci: Environmental Knowledge, Environmental Awareness, Green Purchase Behavior. ABSTRACT The Trans Luxury Hotel Bandung is a hotel owned by the CT CORP company founded by Chairul Tanjung. The Trans Luxury Hotel Bandung is the first 6-star hotel in Indonesia. The Trans Luxury Hotel Bandung, which opened on June 30, 2012 which was inaugurated by the 6th president of the Republic of Indonesia, namely by the General TNI Prof. Dr. H. Susilo Bambang Yudhoyono. The Trans Luxury Hotel Bandung is a hotel that has implemented a green living concept that uses environmentally friendly and recyclable facilities, for every year The Trans Luxury Hotel Bandung holds an environmentally friendly event, namely Earth Hour activities carried out by The Trans Luxury Hotel Bandung, which invites consumers to turn off all lights and electricity for one hour. This study aims to determine the influence of environmental knowledge variables on environmental awareness variables, either directly or indirectly through green purchase behavior as an intervening variable. The research method used is descriptive with a quantitative approach. The sample technique used in this study was purposive sampling with a total of 100 respondents. This study uses descriptive analysis techniques and structural equation modeling (SEM), data collection is done by distributing questionnaires to 100 respondents online. Data processing was performed using the SmartPLS 3.0 software application. Based on the data processing that has been done, it is known that the variable values of environmental knowledge, environmental awareness, and green purchase behavior are in good categories. The overall results obtained indirectly from the environmental awareness variable have a positive and significant effect on the green purchase behavior variable, the environmental knowledge variable has a positive and significant effect on the environmental awareness variable, and the environmental knowledge variable has a positive and significant