Pengaruh Green Marketing, Inovasi Produk Ramah Lingkungan dan Pemanfaatan IoT (Internet of Things) Terhadap Keputusan Menginap di Bobocabin Pacet. (The Influence of Green Marketing, Eco-Friendly Product Innovation and the Utilization of IoT (Internet of Things) on the Decision to Stay at Bobocabin Pacet).

Pitaloka, Putri Chandra Ayu (2024) Pengaruh Green Marketing, Inovasi Produk Ramah Lingkungan dan Pemanfaatan IoT (Internet of Things) Terhadap Keputusan Menginap di Bobocabin Pacet. (The Influence of Green Marketing, Eco-Friendly Product Innovation and the Utilization of IoT (Internet of Things) on the Decision to Stay at Bobocabin Pacet). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The study thoroughly examines the impact of green marketing, environmentally friendly product innovation, and the use of IoT (Internet of Things) on consumer decisions to stay at Bobocabin Pacet, a tourism destination renowned for its environmentally friendly concept. Through a comprehensive quantitative survey method, data was collected from 100 respondents. This data was then meticulously analyzed using classical assumption tests and linear regression techniques to determine the influence of these variables. The findings revealed that green marketing and environmentally friendly product innovation did not significantly affect the decision to stay at Bobocabin Pacet. Conversely, the use of IoT demonstrated a significant effect on consumer decisions. Interestingly, when considered collectively, the three independent variables had a significant influence on the decision to stay. This outcome suggests that while green marketing and product innovation are crucial, the implementation of IoT technology plays a more pivotal role in attracting consumers. The study aims to provide valuable insights into the complex relationship between green marketing, sustainable product innovation, and IoT, highlighting their combined influence on consumer decisions. These findings are intended to assist Bobocabin and other relevant stakeholders in crafting effective strategies to attract environmentally conscious travelers. By promoting sustainability within the tourism industry, the study underscores the importance of integrating advanced technologies like IoT with green marketing and product innovation to enhance the overall consumer experience and encourage eco-friendly travel practices. This approach not only supports sustainability but also ensures a competitive edge in the tourism sector

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