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All Journal Warmadewa Management and Business Journal (WMBJ)
Made Setena
Fakultas Ekonomi dan Bisnis, Universitas Warmadewa, Indonesia
Economics, Econometrics & Finance

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Efektivitas Implementasi Green Marketing Mix Terhadap Capaian Tingkat Hunian Kamar Di Alam Ubud Villa A. Agung Putu Swabawa; Made Setena
Warmadewa Management and Business Journal (WMBJ) Vol. 8 No. 2 (2026)
Publisher : Fakultas Ekonomi Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/wmbj.8.2.2026.158-167

Abstract

This study aims to determine the implementation of the green marketing mix and its effectiveness on room occupancy rates at Alam Ubud Villa in Ubud, Gianyar. Six methods were used to collect data: observation, interviews, questionnaires, documentation, literature review, and focus group discussions. The analysis techniques used were: a. Quantitative analysis, using descriptive statistical techniques, namely statistical techniques that discuss the collection, processing, presentation, and calculation of values ??from data depicted in tables or diagrams and the t-test for two paired samples (Paired-samples T-Test), which tests the effectiveness of green marketing mix implementation on hotel occupancy rates. b. Descriptive analysis techniques to explain the analysis results and help draw conclusions about the research findings. Based on the analysis results, it shows that the implementation of the green marketing mix at Alam Ubud Villa is very good with a value of 4.32. Meanwhile, the implementation of the green marketing mix has a real or significant impact on increasing room occupancy rates at Alam Ubud Villa, as seen from the calculated t-value (5.096) which is greater than the t-table (2.2010), which is in the rejection area of ??Ho and H1 is accepted. This means that the implementation of the green marketing mix is ??effective in increasing room occupancy rates at Alam Ubud Villa.
Co-Authors A. Agung Putu Swabawa