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Tirta Yoga
Universitas Tribhuana Tunggadewi
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : West Science Interdisciplinary Studies

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The Effect of Green Branding, Relational Marketing, and Product Innovation on Perceived Customer Value in the West Java Tourism Industry Frans Sudirjo; Tirta Yoga; Haqibul Mujib
West Science Interdisciplinary Studies Vol. 2 No. 06 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i06.1023

Abstract

This study examines the impact of Green Branding, Relational Marketing, and Product Innovation on Perceived Customer Value in the context of the West Java tourism industry. A quantitative approach using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was employed to analyze data collected from tourists visiting various destinations in West Java. The results indicate that Green Branding, Relational Marketing, and Product Innovation significantly influence tourists' perceptions of value. Specifically, Green Branding initiatives emphasizing environmental sustainability, relational strategies enhancing customer interactions, and innovative tourism products contribute positively to tourists' perceived value. These findings underscore the strategic importance of sustainability practices, customer relationship management, and continuous innovation in enhancing overall tourist satisfaction and loyalty in West Java. Practical implications for tourism stakeholders and directions for future research are discussed.
Co-Authors Acep Fatchuroji Agustina Shinta Agustina Shinta Agustina Shinta Hartati Wahyuningtyas Ambo Paerah Bambang Hermanto Cahyo Sasmito Djoko Koestiono Djoko Koestiono Djoko Koestiono Dyanasari Dyanasari Efi Endang Dwi Setyorini Eri Yusnita Arvianti Frans Sudirjo Haqibul Mujib Harlen Silalahi Heru Santoso Hadi Subagyo Lina Indrawati Loso Judijanto Nyimas Yanqoritha Pahenra Pahenra Satya Darmayani Supiati Supiati Wulandari, Sri Hariani Eko Yulistiyono, Agus Zaianal Efendi Hasibuan