PENGARUH PRODUK HIJAU TERHADAP BISNIS YANG BERKELANJUTAN: STUDI PADA RESTORAN DI KABUPATEN BADUNG DI MASA PANDEMI COVID-19

Helin G Yudawisastra

Abstract


ABSTRACT

The issue of environmentally friendly and sustainable business is currently quite crucial in economy. This study aimed to see how the green product variable influences sustainable business either directly or through the green entrepreneurship variable. Green entrepreneurship is a mediating variable that becomes a mediator between green product variables and sustainable business. This analysis method is a multivariate data analysis model which includes factor analysis and Partial Least Square (PLS). The study objects were as many as 100 restaurants in Badung District, Bali, with the criteria for restaurants that have 100 seats or more for visitors. The results showed that the green product variable contributes to business sustainability through the green entrepreneurship variable by 77% and the remaining 33% is influenced by other variables which are not analysed in this study. This research was conducted at the time of the Covid-19 pandemic, where these results represent the conditions of the culinary business in Badung District, especially restaurants affected by the pandemic.

Keywords: Green Product, Sustainability, Covid-19 Pandemic

ABSTRAK

Isu mengenai bisnis ramah lingkungan dan berkelanjutan saat ini menjadi hal yang cukup penting dalam dalam perekonomian. Tujuan dari penelitian ini adalah untuk melihat bagaimana pengaruh dari variabel produk hijau terhadap bisnis yang berkelanjutan baik secara langsung maupun melalui variabel kewirausahaan hijau. Kewirausahaan hijau merupakan variabel mediasi yang menjadi mediator antara variabel produk hijau dan bisnis yang berkelanjutan. Metode analisis ini adalah analisis model multivariate data analysis yang meliputi analisis faktor dan Partial Least Square (PLS). Objek dalam penelitian adalah sebanyak 100 restoran di Kabupaten Badung Bali dengan kriteria restoran yang memiliki 100 atau lebih kursi bagi pengunjung. Hasil penelitian menunjukkan bahwa variabel produk hijau memiliki kontribusi terhadap bisnis yang berkelanjutan melalui variabel kewirausahaan hijau sebesar 77% dan sisanya sebesar 33% dipengaruhi oleh variabel lain yang tidak dianalisis. Penelitian ini dilakukan pada masa Pandemi Covid-19 dimana hasilnya merepresentasikan kondisi bisnis kuliner di Kabupaten Badung khususnya restoran yang terdampak oleh kondisi pandemi.

Kata Kunci: Produk Hijau, Keberlanjutan, Restoran, Pandemi Covid-19


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