Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 2 (2026): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH ENVIRONMENTAL CORPORATE SOCIAL RESPONSIBILITY INITIATIVES DAN GREEN BRAND IMAGE TERHADAP GREEN CUSTOMER YANG DIMEDIASI GREEN TRUST PADA PELANGGAN HOTEL BINTANG 5 DI JAKARTA SELATAN

pdf
  • Willy Arafah,
  • Muhammad Ilham Chandra
Willy Arafah
Universitas Trisakti Jakarta
Bio
Muhammad Ilham Chandra
Universitas Trisakti Jakarta
Bio

Published 2026-01-12

Keywords

  • ECSR initiatives,
  • Green brand image,
  • Green trust,
  • Green customer,
  • Hotel bintang 5,
  • green brand image,
  • green trust,
  • green customer,
  • five-star hotel
    • ...More
    Less

How to Cite

PENGARUH ENVIRONMENTAL CORPORATE SOCIAL RESPONSIBILITY INITIATIVES DAN GREEN BRAND IMAGE TERHADAP GREEN CUSTOMER YANG DIMEDIASI GREEN TRUST PADA PELANGGAN HOTEL BINTANG 5 DI JAKARTA SELATAN. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(2), 2031-2040. https://cibjournal.com/index.php/musytari/article/view/6205

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Environmental Corporate Social Responsibility (ECSR) initiatives dan green brand image terhadap green customer dengan mediasi green trust pada pelanggan hotel bintang 5 di Jakarta Selatan. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada 200 responden, yaitu pelanggan hotel bintang 5 yang telah menikmati layanan hotel ramah lingkungan. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa ECSR initiatives dan green brand image memiliki pengaruh positif terhadap green trust, yang pada gilirannya meningkatkan green customer. Penelitian ini memberikan implikasi penting bagi manajemen hotel untuk lebih memperhatikan program tanggung jawab sosial lingkungan dan membangun citra merek hijau guna meningkatkan loyalitas pelanggan hijau.

Kata Kunci: ECSR initiatives, Green brand image, Green trust, Green customer, Hotel bintang 5.

 

Abstract

This research aims to analyze the influence of Environmental Corporate Social Responsibility (ECSR) initiatives and green brand image on green customers with mediation of green trust among five-star hotel customers in South Jakarta. The research method used is quantitative with a survey approach. Data were collected through questionnaires distributed to 200 respondents, specifically customers of five-star hotels who have experienced eco-friendly hotel services. Data analysis was conducted using the Structural Equation Modeling method. (SEM). The research results show that ECSR initiatives and green brand image have a positive influence on green trust, which in turn increases green customers. This research provides important implications for hotel management to pay more attention to environmental social responsibility programs and build a green brand image to enhance green customer loyalty.

Keywords: ECSR initiatives, green brand image, green trust, green customer, five-star hotel

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