PENGARUH VARIABEL HIJAU TERHADAP BISNIS YANG BERKELANJUTAN: STUDI SEKTOR KULINER DESTINASI WISATA JOGLOSEMAR SAAT PANDEMI COVID-19

Helin G Yudawisastra, Yeni Andriyani

Abstract


Tujuan penelitian adalah untuk menganalisis variabel hijau (produk hijau, disain hijau, produksi hijau, kredit hijau) terhadap bisnis yang berkelanjutan melalui kewirausahaan hijau pada kota destinasi wisata Joglosemar saat kondisi pandemi covid-19. Penelitian menggunakan survey deskriptif verifikatif. analisis data menggunakan analisis faktor dan partial least square  dengan sampel 144 pelaku usaha sektor kuliner. Pada model 1 menunjukkan bahwa produksi hijau dan disain hijau tidak berpengaruh secara signifikan terhadap bisnis yang berkelanjutan melalui kewirausahaan hijau. Variabel hijau lain berpengaruh secara signifikan terhadap bisnis yang berkelanjutan melalui kewirausahaan hijau. Model 2 menunjukkan bahwa produksi hijau dan kredit hijau berpengaruh secara signifikan terhadap bisnis yang berkelanjutan melalui kewirausahaan hijau. Kewirausahaan hijau merupakan variabel mediasi antara variabel hijau dan bisnis yang berkelanjutan.

Keywords


Variabel hijau; Bisnis yang berkelanjutan; Pandemi covid-19

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DOI:

https://doi.org/10.36441/pariwisata.v3i2.410

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