New Media and Mass Communication
The Effect of Green Marketing, Brand Image, And Service Quality on The Decision to Stay at Greenhost Boutique Prawirotaman Yogyakarta
Abstract
This study aims to determine the effect of Green Marketing, Brand Image, and Service Quality on the Decision to Stay at Greenhost Boutique Prawirotaman, Yogyakarta. The subjects in this study were consumers who had stayed at Greenhost Boutique Prawirotaman, Yogyakarta, in the DKI Jakarta area. The sample used in this study was 170 respondents. The sampling method was carried out by the purposive sampling method. This study uses SEM data analysis techniques and data processing using PLS. This study indicates that Green Marketing has a positive and significant effect on the decision to stay, brand image has a positive and significant effect on the decision to stay, and service quality has a positive and significant effect on the decision to stay.
Keywords: green marketing, brand image, service quality, decision to stay
DOI: 10.7176/NMMC/99-05
Publication date:November 30th 2021
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ISSN (Paper)2224-3267 ISSN (Online)2224-3275
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