Strategi Green Marketing dan Dampaknya terhadap Keputusan Wisatawan


  • Martaleni Martaleni Universitas Gajayana Malang
  • Syaifurrahman Syaifurrahman Universitas Gajayana Malang


green marketing, tourism development, price, place, promotion, product, tourism


The main problem in this research are : 1)What are the variables Green Marketing (Price, Place, Promotion, Product) influence the decision variables travelers. 2) Between four variables in Green marketing which one that the most influential variable against the decision variables travelers. The aim of this study is : To test the effect of Green Marketing Strategy to decision travelers. For the purpose of applying the method of descriptive, descriptive statistical methods with the help of a computerized system (Computer Program SPSS version 16) by using a formula that is multiple regression analysis, t test and F test, based on the analysis of the effect of variables Green Marketing (price, promotion), it would seem that there is no significant effect between price and promotion by the decision of rating this, that the tourist destinations of Batu city has its own appeal against the rating even though the goods and services offered relatively expensive, as well as the absence of cuts at a time when the holiday season is not a constraint travelers choose travel destinations New city as a place traveled. Thus it can be said unproven hypothesis. And the effect of variable Green Marketing (place and product) with a rating decision, is known to have a significant influence with the decision of travelers choosing travel destinations Batu city as a place traveled. Thus it can be said to be proven hypothesis. Variables that most large / dominant influence rating decisions Place (place), the reason for the variable place had the biggest regression coefficient.

Author Biographies

Martaleni Martaleni, Universitas Gajayana Malang

Fakultas Ekonomi dan Bisnis

Syaifurrahman Syaifurrahman, Universitas Gajayana Malang

Fakultas Ekonomi dan Bisnis