Faktor Yang Mempengaruhi Wisatawan Membeli Produk Hijau Di Bali Buda Ubud, Gianyar

Abstract

A green product is one of the breakthrough innovations from the industry especially the tourism industry to achieve sustainable development. There are several reasons the green product is an eco- friendly product such as the use of organic ingredients and the production process. Hence, the objective of this research is to identify the factors affecting tourists’ willingness to pay for the green products at Bali Buda Ubud and what kind of factor that dominantly affects tourists’ willingness to pay Bali Buda Ubud green product. This research uses quantitative data technique analysis which processed by SPSS 23.0 for windows application. The sample is determined by a purposive sampling technique with 105 tourists who buy the green product of Bali Buda Ubud. The data collection techniques are observation, questionnaire, interview, literature review, and documentation. The data analysis techniques from this research are the validity test, reliability test, and factor analysis. The result of this research was that the factors which affect tourist’ willingness to pay green product of Bali Buda Ubud were company profit for environment conservation, green product good for health, the uniqueness of green product packaging, the pride of buying the green product, and knowledge about the green product. The dominant factor which affects tourist’ willingness to pay green product of Bali Buda Ubud was company profit for environment conservation which is seen from the biggest eigenvalue 8.373 and variance presentation 39.872%.

Sustainable tourism: analysis of methods and applications in the Indonesian tourism journals

“…Among them were Linear Regression Analysis techniques (Wirajuna & Supriadi, 2017;Yuniati, 2019), Boullon Mathematical Model for carrying capacity calculation (Luna, 2021), Customer Satisfaction Index (Boka, 2016), Descriptive Statistics Analysis (Arreza & Esguerra, 2021;Irawati, 2019), Gini coefficient (Maulana et al, 2020), Importance Performance Analysis (IPA) (Karo et al, 2020), Moderated Regression Analysis (Putra et al, 2015), Multiple Regressions Analysis (Eshete et al, 2020;Hillary, 2020;Parinusa et al, 2019), Path Analysis (Hermawan, 2017;Laba et al, 2019;Sanjiwani, 2019;Sulthony, 2021), System Dynamics Modeling (Kustiwan & Safrianty, 2012;Tangian et al, 2015), Principal Component Analysis (Arisanty et al, 2020), and Structural Equation Modeling (Yustita et al, 2020). However, a closer look at the data indicates that several quantitative studies did not include calculations in the manuscript (Narayana et al, 2020;Zakiyah & Kurniawan, 2014).…”

Pariwisata Berkelanjutan: Analisis terhadap Metode, Topik, dan Aplikasinya pada Jurnal Pariwisata Indonesia

“…Diantaranya adalah teknik Analisis Regresi Linear (Wirajuna & Supriadi, 2017;Yuniati, 2019), Model Matematika Boullon untuk penghitungan Daya Dukung (Luna, 2021), Customer Satisfaction Index (Boka, 2016), Descriptive Statistics Analysis (Arreza & Esguerra, 2021;Irawati, 2019), Gini coefficient (Maulana et al, 2020), Importance Performance Analysis (IPA) (Karo et al, 2020), Moderated Regression Analysis (D. P. K. E. Putra et al, 2015), Multiple Regressions Analysis (Eshete et al, 2020;Hillary, 2020;Parinusa et al, 2019), Path Analysis (Hermawan, 2017;Laba et al, 2019;Sanjiwani, 2019;Sulthony, 2021), System Dynamics Modeling (Kustiwan & Safrianty, 2012;Tangian et al, 2015), Principal Component Analysis (Arisanty et al, 2020), dan Structural Equation Modelling (Yustita et al, 2020). Namun penulis juga menemukan dimana terdapat kajian kuantitatif yang tidak mencantumkan perhitungan di dalam manuskripnya, diantaranya adalah karya Narayana et al, (2020) dan Zakiyah & Kurniawan (2014).…”

The Willingness to Pay for Green Packaged Foods to Support Sustainable Agribusiness

“…In other studies, WTP was influenced by factors such as demographics, income, and environmental concerns [23,24]. Another factor that encourages consumers to buy the green products is that the companies who market the green products allocate some of the profit for the environmental preservation [25].…”