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All Journal Journal of Economics, Entrepreneurship, Management Business and Accounting Jurnal Ekonomi, Manajemen, Akuntansi
Alfatika Citra Rahadevi
Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta, Indonesia
Economics, Econometrics & Finance Social Sciences

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Modeling Green Customer Loyalty in Sustainable Hospitality: The Mediating Role of Customer Satisfaction in Green Hotels in Yogyakarta Nining Yuniati; Alfatika Citra Rahadevi
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 4 (2026): Volume 4, Issue 4, July 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i4.1046

Abstract

Purpose – This study examines the formation of green customer loyalty in sustainable hospitality, particularly in green hotels. Despite increasing environmental awareness among consumers, green hotels often face a paradox of perceived lower comfort and higher prices. This raises questions about whether environmentally conscious customers truly become loyal and what mechanisms drive such loyalty. Design/methodology/approach – This research employs a quantitative approach using survey data collected from 153 hotel guests in Yogyakarta, Indonesia. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to test the relationships between green purchase decisions, customer satisfaction, and customer loyalty, including the mediating effect of satisfaction. Findings/Results – The results show that green customer loyalty is not directly influenced by green purchase decisions but is fully mediated by customer satisfaction. This indicates that environmental awareness alone is insufficient to generate loyalty without a satisfying service experience. Originality/Value – This study proposes a value–experience–loyalty framework, highlighting customer satisfaction as the key mechanism linking environmental values to loyalty. The findings contribute to the literature by clarifying the indirect formation of green loyalty and provide managerial implications for designing meaningful and engaging green service experiences to enhance customer retention.
Analisis Multiplier Effect Kegiatan Pariwisata di Candi Prambanan dan Sekitar Alfatika Citra Rahadevi; Aldi Wisnu Murti Sarwono; Nining Yuniati
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 4: Mei 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i4.15557

Abstract

Penilaian kontribusi ekonomi pariwisata memerlukan pemahaman mengenai efek pengganda terhadap perekonomian lokal. Penelitian ini bertujuan untuk menganalisis efek pengganda pariwisata pada Candi Prambanan sebagai destinasi wisata warisan budaya. Penelitian ini menggunakan kerangka analisis pengganda Keynesian dengan mempertimbangkan dampak langsung yang berasal dari pengeluaran wisatawan, dampak tidak langsung yang tercermin dalam pendapatan usaha lokal dan upah tenaga kerja, serta dampak lanjutan melalui pengeluaran terhadap produk dan jasa lokal. Data dikumpulkan melalui survei terhadap wisatawan serta wawancara dengan informan kunci yang mewakili pelaku usaha dan tenaga kerja di sektor pariwisata untuk menggambarkan struktur pendapatan, aktivitas operasional, dan pola pengeluaran. Hasil penelitian menunjukkan bahwa aktivitas pariwisata di Candi Prambanan menghasilkan efek pengganda yang signifikan, tercermin dalam peningkatan sirkulasi pendapatan lokal dan keterkaitan konsumsi. Pengeluaran wisatawan berkontribusi terhadap pendapatan usaha dan tenaga kerja, yang selanjutnya mendorong aktivitas ekonomi lanjutan di tingkat lokal. Namun demikian, meskipun efek pengganda tergolong kuat, kontribusinya dalam penciptaan lapangan kerja masih terbatas dan belum optimal. Temuan ini menegaskan perlunya strategi pengembangan pariwisata yang lebih inklusif dan padat karya guna memaksimalkan manfaat ekonomi serta memperkuat penyerapan tenaga kerja lokal.
Co-Authors Aldi Wisnu Murti Sarwono Nining Yuniati