Email this article Pengaruh enviromental sustainability terhadap competitive advantage dimediasi sustainability practice adoption pada biro perjalanan wisata
Abstract
Penelitian ini bertujuan untuk menunjukan pengaruh Environtment Sustainability (ES) melalui Penerapan Strategi Sustainability (SPA) terhadap Competitive Advantage (CA) pada Biro Perjalanan Wisata (BPW). Objek penelitian ini adalah BPW di Kota Malang, Sampel penelitian ini adalah BPW dalam skala kecil. Proses pengumpulan data dengan menyebarkan kuesioner menggunakan Teknik snowball sampling. Item kuesioner diukur dengan skala likert. Pengolahan data selanjutnya menggunakan Smart PLS sebagai alat yang digunakan untuk mengolah data penelitian. Penelitian ini diharapkan dapat memberikan kontribusi teori maupun praktis dalam penelitian strategi sustainability. Hasil penelitian ini menunjukkan bahwa environtment Sustainability berpengaruh secara positif dan signifikan terhadap Competitive advantage (CA) pada BPW. Environtment Sustainability merupakan salah satu komponen yang diperlukan dalam untuk meningkatkan Competitive advantage (CA) usaha salah satunya BPW. Selain itu, penelitian ini juga menemukan bahwa praktik penerapan sustainability (SPA) memediasi hubungan antara environment sustainability (ES) dan competitive advantage (CA). Adanya praktek berkelanjutan dari perantara pariwisata memperkuat penerapan environtment Sustainability untuk meningkatkan competitive advantage pada BPW. Secara teoritis, diharapkan penelitian ini akan mampu memberikan kontribusi pada teori manajemen pemasaran maupun manajemen strategi yang berkaitan dengan pengembangan bisnis secara berkelanjutan.
Strategi Sustainability (SPA), Environtment Sustainability (ES), Competitive Advantage (CA) dan Biro Perjalanan Wisata (BPW)
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DOI: https://doi.org/10.30872/jfor.v23i1.8340
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