The Influence of Green Marketing and Service Quality on Loyalty through Intervening Variable of Divers Satisfaction

ABSTRACT : Indonesia has hugepotential to developdivingindustry to increase the country’sincome. But thisopportunityneeds to bemanagedproperly in order to carrying out the concept of green marketing for increasedivingcostumer’sloyalty.Thepurpose of thisresearchis to analyze The Influence of Green Marketing and Service Quality on LoyaltythroughIntervening Variable of Divers Satisfaction. Research Method usedis descriptive analysiswithresearchdesignusedisexplanatory design. The researchobjectis 12 dive centers are spread on three provinces, such as : DKI Jakarta, East Kalimantan, and north Sulawesi. Analysis unit are experienced and certified divers with total 200 respondents. Eachsamplefrom dive center ischosenproportionally. Technic Sampling isjudgment sampling. TechnicalAnalysisusedStructural Equation Modeling analysiswillbeused, such as: Measurement Model, Correlation-Matrix, structural Model, hypothesis and intervening variable. The toolanalysisused by SPSS and Lisrel.The researchresultdescribedthatpracticed of green marketing, service quality, customersatisfy and loyalty of divers in Indonesia have positive resultalthoughthere are stillindicatorsthat are low. Path Analysisisused to examines the direct or indirect effect of the Hypothesized variables using satisfaction as variable intervening.

KEYWORDS : Green Marketing, Service Quality, Satisfaction, Loyalty, Intervening Variable. Dive Tourism, Indonesia