SKRIPSI: Pengaruh Pemasaran Hijau dan Kualitas Layanan terhadap Loyalitas Pengunjung dengan Kepuasan sebagai Variabel Mediasi pada Pasar Blumbang Mataram Desa Wisata Wirokerten

ASTUTI, Ervina Dwi (2025) SKRIPSI: Pengaruh Pemasaran Hijau dan Kualitas Layanan terhadap Loyalitas Pengunjung dengan Kepuasan sebagai Variabel Mediasi pada Pasar Blumbang Mataram Desa Wisata Wirokerten. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the influence of Green Marketing and Service Quality on Visitor Loyalty with Satisfaction as a Mediating Variable at Blumbang Mataram Market, Wirokerten Banguntapan Bantul Tourism Village. The sampling technique in this study used non-probability sampling, with a total of 132 respondents. Data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results showed that green marketing has a positive and significant effect on satisfaction, but it does not affect visitor loyalty. Service quality has a positive and significant effect on both satisfaction and visitor loyalty. Satisfaction, as a mediating variable, is capable of mediating the relationship between green marketing and service quality on visitor loyalty. Furthermore, satisfaction has a positive and significant effect on visitor loyalty.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HC1 Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	STIM YKPN Yogyakarta > Manajemen
Depositing User:	Subhan Harish Munawar
Date Deposited:	11 Dec 2025 06:51
Last Modified:	11 Dec 2025 06:51
URI:	http://repository.stimykpn.ac.id/id/eprint/666

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