Analisis Minat Generasi Z untuk Menginap di Hotel Ramah Lingkungan (Green Hotel) dengan menggunakan Theory of Planned Behavior (TPB)
DOI:
https://doi.org/10.54065/jss.5.2.2025.880Keywords:
Minat Generasi Z, Hotel Ramah Lingkungan, Green Hotel, Theory of Planned Behavior, SEM PLSAbstract
Industri perhotelan di Indonesia terus berkembang pesat, namun menghadapi tantangan besar terkait dampak lingkungan dimana jumlah emisi karbon per ruang yang dihuni menempati peringkat kedua se-Asia Tenggara sebanyak 83,8 kg CO2. Green Hotel, sebagai alternatif penginapan ramah lingkungan, semakin diminati, terutama oleh generasi Z yang dikenal memiliki kesadaran tinggi terhadap isu keberlanjutan. Namun, minat generasi Z untuk menginap di hotel ramah lingkungan masih perlu diteliti lebih lanjut. Penelitian ini bertujuan untuk menganalisis minat generasi Z untuk menginap di hotel ramah lingkungan (Green Hotel) dengan menggunakan Theory of Planned Behavior (TPB). Penelitian dengan metode kuantitatif ini melibatkan 100 responden generasi Z di Indonesia yang memiliki pengetahuan tentang hotel ramah lingkungan, namun belum pernah menginap di hotel jenis ini. Teknik pengambilan sampel yang digunakan adalah Purposive Sampling, dengan instrumen utama berupa kuesioner yang disebarkan secara daring. Hasil uji instrumen menunjukkan bahwa semua item kuesioner valid dan reliabel. Berdasarkan analisis data menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan software SmartPLS, penelitian ini menemukan bahwa Environmental Concern berpengaruh positif dan signifikan terhadap Attitude (t-statistic = 11,987, p-value = 0,000), Subjective Norms (t-statistic = 2,549, p-value = 0,011), Perceived Behavioral Control (t-statistic = 8,035, p-value = 0,000), dan Perceived Moral Obligation (t-statistic = 7,244, p-value = 0,000) generasi Z dalam menginap di hotel ramah lingkungan. Kemudian Attitude (t-statistic = 3,352, p-value = 0,001), Subjective Norms (t-statistic = 4,174, p-value = 0,000), dan Perceived Moral Obligation (t-statistic = 2,096, p-value = 0,036) berpengaruh positif dan signifikan terhadap Intention to Visit Green Hotel Generasi Z, sementara Perceived Behavioral Control (t-statistic = 1,015, p-value = 0,310) tidak berpengaruh terhadap Intention to Visit Green Hotel Generasi Z.
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