JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

Effect Of Green Marketing And Green Image On Green Satisfaction At Soekarno-Hatta International Airport

Raden Muhammad Zulkipli (Unknown)
Azwardi (Unknown)
Muchsin Saggaff Shihab (Unknown)

Article Info

Publish Date
22 Jul 2026

Abstract

This study examines the effects of green marketing and green image on green satisfaction among users of Soekarno-Hatta International Airport. Data was collected from 280 airport users through questionnaires and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. Results show that green marketing and green image positively and significantly affect green satisfaction, with green image emerging as the stronger predictor. The findings suggest that sustainable operational practices, supported by effective environmental communication, can strengthen the airport’s green image and improve passenger satisfaction. This study extends green marketing research in the airport sector and informs sustainable airport management. Keywords: Green Marketing; Green Image; Green Satisfaction; Green Airport; Soekarno-Hatta International Airport

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...