Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2, 244-265 2025 Publisher: Learning Gate DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate © 2025 by the authors; licensee Learning Gate History: Received: 9 November 2024; Revised: 13 January 2025; Accepted: 20 January 2025; Published: 27 January 2025 * Correspondence: andhikamahendra@untag-sby.ac.id Enhancing green loyalty in 3-star hotels in Surabaya: The role of green image, green marketing, and the mediation of green satisfaction and green trust I.G.N. Andhika Mahendra1*, Ujianto2, Abdul Halik3 1,2,3Fakultas Ekonomi dan Bisnis, Universitas 17 Agustus 1945 Surabaya, Indonesia; andhikamahendra@untag-sby.ac.id (A.M.), ujianto@untag-sby.ac.id (U.) halik@untag-sby.ac.id (A.H.). Abstract: The increasing awareness of environmental issues has led to the adoption of eco-friendly products and services, prompting hotels to implement the Green Hotel concept. This research explores the impact of Green Marketing and its relationship with Green Satisfaction, Green Trust, and Green Loyalty among 3-star hotel customers in Surabaya. The study uses Green Marketing Mix theory and examines how Green Image, Green Product, Green Price, Green Place, and Green Promotion affect Green Satisfaction and Green Trust. Additionally, it investigates the influence of Green Satisfaction and Green Trust on Green Loyalty. The research employs a causal explanatory approach with purposive sampling, targeting customers over 20 years old. Data analysis uses Structural Equation Modeling (SEM) with SmartPLS software. Findings show that Green Image, Green Product, Green Price, and Green Promotion positively affect Green Satisfaction and Trust, but Green Place does not significantly influence Green Trust. Green Satisfaction and Trust both positively affect Green Loyalty. Keywords: Green Hotel Concept, Green Image, Green Loyalty, Green Place, Green Price, Green Product, Green Promotion, Green Satisfaction, Green Trust, Surabaya. 1. Introduction Surabaya, as one of the cities in Indonesia that adopts the concept of an Eco Green City, has integrated sustainable development with a focus on environmental preservation. In the hospitality industry, many hotels have started adopting the green hotel principles, emphasizing environmentally friendly management through energy efficiency and reducing negative environmental impacts. Previous studies have shown that Green Brand Image has a positive effect on customer satisfaction and loyalty, as found by Dewanti, et al. [1] in her study of four-star hotels. Maharani [2] also highlighted the importance of the Green Marketing Mix, including Green Product, Green Price, Green Place, and Green Promotion, in increasing customer loyalty to environmentally friendly hotels. Furthermore, research by Firmansah, et al. [3] found that Green Trust mediates the relationship between Green Marketing and Green Loyalty in consumers with high environmental awareness, while Yoningsih, et al. [4] emphasized the role of Green Satisfaction as a mediator between Green Marketing and Green Loyalty. However, despite numerous studies examining the importance of Green Brand Image and Green Marketing Mix in building Green Loyalty, there are still gaps in research that need to be addressed. One such gap is the role of Green Satisfaction and Green Trust as mediators between Green Brand Image and Green Marketing Mix with Green Loyalty. Further research is also needed to understand how the relationships between the elements of Green Marketing Mix influence Green Satisfaction and Green Loyalty, particularly in the context of three-star hotels in Surabaya, which have different https://orcid.org/0000-0001-5893-4269 https://orcid.org/0000-0002-4352-8951 https://orcid.org/0000-0002-4563-3819 245 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate characteristics compared to four- or five-star hotels. Studies by Dewanti, et al. [1] and Maharani [2] highlight the importance of these elements, but there has been little focus on their impact on three-star hotels in Surabaya. This study aims to fill these research gaps by examining the direct and indirect effects of Green Image and Green Marketing Mix on Green Loyalty through Green Satisfaction and Green Trust. This research is expected to provide practical insights for the management of three-star hotels in Surabaya on how implementing environmentally friendly strategies can enhance competitiveness and customer loyalty. By focusing on the local context of Surabaya as an Eco Green City, this study also supports the city’s initiatives to promote sustainable and environmentally friendly business practices This study aims to explore several research questions related to the influence of green marketing elements on customer loyalty in three-star hotels in Surabaya. Specifically, it will examine how Green Brand Image affects Green Loyalty, how the Green Marketing Mix influences Green Loyalty, and the role of Green Satisfaction as a mediator between Green Brand Image and Green Loyalty. Additionally, the research will investigate the role of Green Trust as a mediator between Green Marketing Mix and Green Loyalty, as well as how the elements of the Green Marketing Mix (Green Product, Green Price, Green Place, Green Promotion) influence Green Satisfaction and Green Loyalty. Finally, the study will assess the direct and indirect effects of Green Brand Image and Green Marketing Mix on Green Loyalty through Green Satisfaction and Green Trust in the context of three-star hotels in Surabaya. These questions aim to provide insights into how green marketing strategies can enhance customer loyalty, particularly in support of Surabaya's Eco Green City initiatives. 2. Literature Review and Hypotheses 2.1. Literature Review 2.1.1. Green Marketing Mix Green Marketing or Green Marketing Mix refers to a series of activities aimed at meeting consumer needs and satisfaction while ensuring environmental sustainability [5]. This concept includes policies, practices, and procedures based on environmental marketing that seek to increase revenue while building cooperative and strategic relationships [6]. Green Marketing gained popularity in the early 1990s, especially after the publication of “The Green Marketing Manifesto” by Grant [7]. The growing environmental awareness among consumers has encouraged companies to adopt this strategy, although its growth is often slow due to a market that has not fully shifted towards eco-friendly products [8]. The Green Marketing Mix, introduced by Bradley in the 1980s, adopts the traditional 4P elements of marketing (product, price, place, promotion) and adds environmentally-friendly components to achieve customer satisfaction while promoting environmental sustainability [9]. 2.1.2. Key Components of the Green Marketing Mix 2.1.2.1. Green Product Green products are designed to minimize the negative impact on the environment, using natural materials, being recyclable, and reducing emissions [10]. A Green Brand Image plays a crucial role in building consumer perceptions of a company's commitment to environmental sustainability, which can become a strategic asset for enhancing customer loyalty and trust [11]. With the right approach, the Green Marketing Mix not only helps companies achieve a competitive edge but also encourages more responsible consumption behaviors towards the environment. 2.1.2.2. Green Price Green Price refers to the price set for eco-friendly products, which is typically higher than conventional products due to additional costs, such as production processes, high-tech packaging, and waste management [12]. This price reflects added values such as design, function, and positive environmental impact [13]. Consumers are often willing to pay a premium if the product is safe, high- quality, and aligns with their environmental values, especially if they have high environmental 246 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate awareness [14]. Green Marketing must balance price and quality to ensure consumers are satisfied with the product being offered [15]. 2.1.2.3. Green Place Green Place refers to locations or distribution channels that support the concept of environmental sustainability, ranging from production sites to product distribution to consumers [16]. This place reflects the company’s responsibility towards the environment, such as maintaining cleanliness, reducing carbon emissions, and minimizing delivery distances [17, 18]. Consumers tend to prefer locations that are close and easily accessible, making logistics efficiency an essential part of eco-friendly product distribution strategies [19]. Hence, Green Place encompasses not just the point of sale but also the entire distribution process focused on environmental sustainability. 2.1.2.4. Green Promotion Green Promotion refers to promotional strategies that focus on introducing and spreading awareness of eco-friendly products through various media, such as electronic ads, social media, or public relations. The goal is to change consumer perceptions about the importance of eco-friendly products and raise public awareness of the positive impact of consuming these products. According to Istantia, et al. [20] green promotion encourages people to adopt a healthy and environmentally-friendly lifestyle. Additionally, this strategy highlights the company’s environmental responsibility through three types of promotions: (1) ads linking products or services to the environment, (2) promotions supporting healthy lifestyles with eco-friendly products, and (3) promotions showcasing the company’s environmental responsibility. The success of green promotion depends greatly on the credibility and the use of appropriate media to reach environmentally conscious consumers [21, 22]. 2.1.3. Green Satisfaction Green Satisfaction refers to consumer satisfaction derived from eco-friendly products' ability to meet their needs, desires, and expectations in a sustainable manner. Consumers feel satisfied when the product aligns with their environmental values [11]. In this context, green satisfaction is an emotional response to the benefits derived from products or services supporting environmental sustainability [23]. Indicators of green satisfaction include the pleasure derived from purchasing an eco-friendly brand, trust in the product's environmental performance, and overall satisfaction with the brand’s commitment to environmental protection. Green satisfaction encourages businesses to manage their environmental impact more responsibly while meeting consumer expectations for eco-friendly products [24]. 2.2. Research Hypothesis 2.2.1. The Effect of Green Image on Green Satisfaction Green Image refers to consumers' perceptions of a brand's environmental commitment [25]. A positive Green Image not only enhances brand appeal but also contributes to customer satisfaction with the products or services offered, particularly in the environmental context. Previous studies have shown a significant relationship between Green Image and Green Satisfaction. For instance, Firmansah, et al. [3] found that Green Brand Image, Green Trust, and Green Satisfaction significantly contribute to Green Loyalty. Yoningsih, et al. [4] reported that Green Brand Image and Green Perceived Value significantly affect Green Trust, which in turn enhances Green Satisfaction. Dedy [26] identified Green Brand Image as an important factor in enhancing Green Satisfaction through Green Trust mediation. Tarabieh [27] mentioned that an environmentally-friendly company image has a positive impact on Green Satisfaction, which ultimately increases loyalty. However, not all studies support the direct effect of Green Image on Green Satisfaction. Yoningsih, et al. [4] stated that Green Image does not always have a significant impact on Green Satisfaction. Maharani [2] also found that Green Brand Image did not have a direct impact on several related variables, including Green Satisfaction. Given these varied 247 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate findings, this study aims to re-examine the relationship between Green Image and Green Satisfaction among visitors to three-star hotels in Surabaya, considering the context of the hospitality industry and the latest green marketing approach. H1: Green Image has a significant effect on Green Satisfaction among visitors to three-star hotels in Surabaya. 2.2.2. The Effect of Green Product on Green Satisfaction Green product is defined as a product designed to minimize negative environmental impacts, including reducing pollution and conserving natural resources Firmansyah, et al. [28]. Shaputra [29] emphasizes that green products should consider environmental aspects throughout their life cycle to reduce environmental harm. Based on previous research, green products significantly affect green satisfaction, where the quality of eco-friendly products contributes to customer satisfaction [30, 31]. Other studies also support the positive effect of green products on various aspects related to Green Satisfaction. Dewanti, et al. [1] shows that green attributes, such as Green Brand Image and Green Trust, contribute to sustainable purchases. Esfahani [32] reveals that green products enhance brand equity without significant demographic differences. Tarabieh [27] found that the quality of green products improves customer satisfaction and loyalty. Maharani [2] added that green quality strengthens purchase intentions, while Upe and Usman [33] affirmed that green marketing increases customer satisfaction and loyalty. Yoningsih, et al. [4] and Román-Augusto, et al. [34] emphasized that green perceived value and green trust mediate the relationship between green products and customer satisfaction. This is further supported by Bugis, et al. [35] who mention that the green marketing mix, including green products, positively influences customer satisfaction. Sofyan and Batu (2023) highlighted the importance of green perceived value in enhancing trust and brand loyalty. These studies indicate that the quality of green products significantly affects Green Satisfaction, either directly or through mediating mechanisms such as Green Trust and Green Perceived Value. Therefore, the proposed hypothesis is: H2: Green product has a significant effect on Green Satisfaction among visitors to three-star hotels in Surabaya 2.2.3. The Influence of Green Price on Green Satisfaction Green price, which reflects the additional costs to ensure environmentally-friendly production processes and packaging, becomes one of the key elements in the Green Marketing Mix [12]. While studies like Astuti, et al. [36] found that Green Price significantly influences Green Satisfaction, contrasting results were reported by Yahya, et al. [37] who stated that Green Price does not significantly affect Green Satisfaction. These differing results suggest that the influence of Green Price on Green Satisfaction can be influenced by specific contexts, such as customers' perceived value of the price paid for green products [32]. Dewanti, et al. [1] showed that factors in the Green Marketing Mix, including price, affect Green Trust and Green Purchase Intention. Furthermore, Herawati [38] revealed that Green Product, Green Price, and Green Promotion significantly contribute to Green Purchase Intention. Research by Yoningsih, et al. [4] further indicated that Green Trust mediates the relationship between the elements of the Green Marketing Mix and Green Satisfaction. Other studies, such as those by Mohammadi, et al. [39] and Román-Augusto, et al. [34] also emphasize that green marketing strategies, including green pricing, play a crucial role in enhancing customer loyalty and satisfaction. These findings are supported by Bugis, et al. [35] who found that elements of the Green Marketing Mix, including Green Price, have a positive relationship with customer satisfaction regarding eco-friendly products. However, as noted by Pakutandang [40] the impact of Green Price on Green Satisfaction is not always significant in all contexts. This variance suggests that additional factors, such as customers' perception of value and fairness of price, should be considered when assessing the influence of Green Price on Green Satisfaction. Based on previous research findings and the relevance of this study's context, the hypothesis is proposed as follows: 248 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate H3: Green Price significantly influences Green Satisfaction among visitors of 3-star hotels in Surabaya. 2.2.4. The Influence of Green Place on Green Satisfaction Green Place, as an element of the Green Marketing Mix, emphasizes the importance of environmentally-friendly approaches in distribution and location. This includes the use of efficient distribution methods, locations close to consumers, and campaigns aimed at environmental conservation. Yan and Yazdanifard [41] emphasized that physical distribution within the Green Marketing Mix must consider environmental responsibility. Previous research has shown mixed results regarding the role of Green Place in Green Satisfaction. Astuti, et al. [36] found that Green Place has a positive and significant effect on customer satisfaction. This is further supported by Bugis, et al. [35] who proved that elements of the Green Marketing Mix, including Green Place, positively affect Green Satisfaction among consumers of eco-friendly products. However, other studies report inconsistent results. Herawati [38] reported that Green Place does not significantly affect Green Purchase Intention, which could be due to the research context or respondent characteristics. Conversely, Mohammadi, et al. [39] emphasized the importance of eco- friendly distribution in improving brand loyalty, reflecting its contribution to customer satisfaction and experience. Additionally, Yoningsih, et al. [4] stated that Green Trust plays a mediating role in the relationship between Green Marketing Mix elements and Green Satisfaction. Meanwhile, Román- Augusto, et al. [34] confirmed that Green Perceived Value contributes to Green Satisfaction, which then influences purchase intention and customer loyalty. Based on previous research findings, Green Place can influence Green Satisfaction because an environmentally-friendly approach in distribution and location can create a positive experience for customers. Therefore, the hypothesis is proposed as follows: H4: Green Place significantly influences Green Satisfaction among visitors of 3-star hotels in Surabaya. 2.2.5. The Influence of Green Promotion on Green Satisfaction Green promotion is a key element of Green Marketing aimed at educating, raising awareness, and encouraging consumers to support eco-friendly products or services [42]. Previous studies suggest that Green Promotion can have a significant impact on Green Satisfaction, although results vary. Some studies support a positive relationship between Green Promotion and Green Satisfaction. Bugis, et al. [35] showed that elements of the Green Marketing Mix, including Green Promotion, significantly enhance customer satisfaction with eco-friendly products. This is also supported by Herawati [38] who found that Green Promotion significantly influences eco-friendly purchase intentions, which can be interpreted as a factor contributing to customer satisfaction. However, other studies report different findings. Astuti, et al. [36] found that Green Promotion did not significantly affect Green Satisfaction, although other elements like Green Product and Green Price contributed positively. This variation could be due to differences in research context, target consumers, or the green marketing communication strategies employed by companies. Furthermore, Yoningsih, et al. [4] and Román-Augusto, et al. [34] suggested that Green Trust often acts as an important mediator linking Green Marketing Mix elements, including promotions, with satisfaction. Therefore, the effectiveness of Green Promotion in influencing Green Satisfaction may depend on how well the promotion builds consumer trust in the company's green claims. Based on this empirical evidence, the hypothesis is proposed as follows: H5: Green Promotion significantly influences Green Satisfaction among visitors of 3-star hotels in Surabaya. 2.2.6. The Influence of Green Image on Green Trust Green Brand Image refers to the beliefs, ideas, and impressions that individuals have about a brand [43]. Based on previous studies, Green Brand Image has been shown to significantly influence Green Trust. Dewanti, et al. [1] found that Green Brand Image has a significant effect on Green Trust, indicating that an eco-friendly brand image can enhance consumer trust in that brand. Research by 249 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate Yoningsih, et al. [4] also supports this finding, showing that Green Brand Image significantly affects Green Trust. Furthermore, Rosyana and Zulfitri [44] confirmed that Green Brand Image positively influences Green Trust. Findings by Hidayat [45] also show that Green Brand Image plays a crucial role in strengthening the relationship between consumers and brands, with Green Trust mediating that relationship. Based on these findings, it can be expected that Green Image will enhance the level of trust among visitors of 3-star hotels in Surabaya. Therefore, the hypothesis is proposed as follows: H6: Green Image significantly influences Green Trust among visitors of 3-star hotels in Surabaya. 2.2.7. The Influence of Green Product on Green Trust Consumers translate environmental concerns into a strong commitment to purchasing eco-friendly products [46, 47]. Green Product has been shown to significantly influence Green Trust. Several studies have demonstrated that eco-friendly products can increase consumer trust in a brand. Lestari, et al. [48] found that Green Product positively influences Green Trust, a finding further reinforced by Setyabudi and Adialita [49]. Research by Khan, et al. [50] also indicated that both physical and perceived attributes of eco-friendly products significantly impact Green Trust. Additionally, research by Dewanti, et al. [1] shows that trust in eco-friendly products plays an important role in fostering stronger relationships between consumers and the brand. This indicates that well-designed eco-friendly products can boost consumer trust, which in turn influences their purchasing decisions. H7: Green Product significantly influences Green Trust among visitors of 3-star hotels in Surabaya. 2.2.8. The Influence of Green Price on Green Trust Green Price can significantly influence Green Trust. Green Price refers to the price considered based on sustainability factors, often viewed as an indicator of the quality of eco-friendly products. Research by Dewanti, et al. [1] showed that Green Price significantly influences Green Purchase Intention, highlighting the important relationship between eco-friendly pricing and consumer perception of the value of green products. Esfahani [32] also found that Green Price plays a role in enhancing brand equity, which indirectly affects consumer trust. Additionally, research by Setyabudi and Adialita [49] showed that pricing perceived as eco-friendly can strengthen the relationship between Green Trust and Green Purchase Intention, indicating that price can serve as a factor reinforcing consumer trust. Therefore, the hypothesis is proposed as follows: H8: Green Price significantly influences Green Trust among visitors of 3-star hotels in Surabaya. 2.2.9. The Influence of Green Place on Green Trust The influence of Green Place on Green Trust can be justified by previous studies showing the importance of the Green Place element in the Green Marketing Mix. Studies by Astuti, et al. [36] and Bugis, et al. [35] found that Green Place is directly linked to customers’ experiences with eco-friendly products and services, which can increase their trust in the company’s sustainability and the quality of its products. Furthermore, Green Trust plays an important mediating role between various green product elements and customer purchase intentions or loyalty, as shown in the research by Lestari, et al. [48] and Khan, et al. [50]. Although not all aspects of Green Place have a direct impact on Green Trust, research shows that customer experiences supported by eco-friendly distribution and location policies can reinforce this relationship. Other studies, such as Pakutandang [40] also indicate that Green Place can affect Green Satisfaction and Green Loyalty, which are relevant in the hotel industry. Additionally, Green Brand Image, which is often influenced by Green Place, plays a significant role in boosting Green Trust, as found by Firmansah, et al. [51] and Rosyana and Zulfitri [44]. Based on this evidence, the hypothesis is proposed as follows: H9: Green Place significantly influences Green Trust among visitors of 3-star hotels in Surabaya. 250 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate 2.2.10. The Influence of Green Promotion on Green Trust The influence of Green Promotion on Green Trust in the hospitality industry can be justified by various previous studies that highlight the relevance of environmentally-friendly promotions in building consumer trust. Green Promotion includes promotional activities that support environmental sustainability, such as green advertisements and environmentally-based promotions [52]. Several studies, such as those conducted by Dewanti, et al. [1] and Herawati [38] show that elements in the Green Marketing Mix, including Green Promotion, significantly affect Green Trust and Green Purchase Intention. Lestari, et al. [53] also found that Green Promotion can positively contribute to Green Trust, which in turn enhances the intention to buy eco-friendly products. Although Astuti, et al. [36] found that Green Promotion does not significantly affect customer satisfaction, other studies, such as those by Khan, et al. [50] and Mohammadi, et al. [39] reveal that environmentally-friendly promotions strengthen consumer trust in the brand and their loyalty. Additionally, Bugis, et al. [35] showed that elements of the Green Marketing Mix, including promotion, have a positive impact on customer satisfaction with eco-friendly products. Based on this evidence, the hypothesis proposed is that Green Promotion significantly influences Green Trust among visitors of 3-star hotels in Surabaya. H10: Green Promotion significantly influences Green Trust among visitors of 3-star hotels in Surabaya. 2.2.11. The Influence of Green Satisfaction on Green Loyalty Green Satisfaction refers to consumers' satisfaction or pleasure derived from selecting products that meet their environmental concerns and needs (green needs), and this satisfaction is enjoyable for the consumers (Bansal and Barnet in Chang and Fong [54]). Chrisjatmiko [55] found that consumer satisfaction with eco-friendly products can enhance their loyalty to the brand or product. Other studies, such as Tarabieh [27] also confirm that customer satisfaction with green products positively influences customer loyalty. Furthermore, research by Upe and Usman [33] indicates that Green Marketing plays a crucial role in increasing both customer satisfaction and loyalty, particularly relevant in the hospitality sector, which prioritizes sustainability and environmental care. Esfahani [32] and Bugis, et al. [35] also found that elements like Green Product and Green Price influence customer loyalty through enhanced brand equity, reinforcing the relevance of this hypothesis in the context of eco-friendly hotels. Additionally, Green Trust acts as a mediator in the relationship between Green Satisfaction and Green Loyalty, as discussed by Yoningsih, et al. [4] and Yuwanti, et al. [56]. This suggests that customers who are satisfied with eco-friendly products tend to have greater trust in the brand, which further enhances their loyalty. Thus, this study aligns with consumer satisfaction and loyalty theories, which state that positive and satisfying experiences will drive higher loyalty. Based on this evidence, the hypothesis is proposed as follows: H11: Green Satisfaction significantly influences Green Loyalty among visitors of 3-star hotels in Surabaya. 2.2.12. The Influence of Green Trust on Green Loyalty Research by Firmansah, et al. [51] and Astuti and Sukaatmadja [57] demonstrates that Green Trust has a significant influence on Green Loyalty, indicating that consumers who trust eco-friendly products tend to be more loyal to those brands. Chrisjatmiko [55] also found that Green Trust is positively related to Green Loyalty, providing further evidence that trust in eco-friendly products can enhance customer loyalty. Moreover, [1] shows that Green Brand Image significantly influences Green Trust, which in turn increases Green Purchase Intention. This highlights the importance of brand image in building consumer trust in eco-friendly products, which can further strengthen customer loyalty. Another study by Maharani [2] suggests that Green Trust and Green Perceived Quality directly influence Green Purchase Intention, providing evidence that Green Trust plays an essential role in influencing purchase intentions and loyalty to eco-friendly products. Firmansah, et al. [3] also confirm that Green Trust, along with Green Satisfaction, significantly influences Green Loyalty, further supporting the hypothesis that Green Trust significantly influences Green Loyalty. Based on this body of evidence, the hypothesis proposed is: 251 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate H12: Green Trust significantly influences Green Loyalty among visitors of 3-star hotels in Surabaya. 2.3. Conceptual Framework Based on existing theories, such as consumer behavior theory, green marketing theory, and the concepts of customer satisfaction and loyalty, this conceptual framework is developed to illustrate the relationships between relevant variables. Independent variables such as Green Image, Green Product, Green Price, Green Place, and Green Promotion are expected to influence Green Loyalty as the dependent variable. Additionally, Green Satisfaction and Green Trust act as moderating variables that can either strengthen or weaken the relationship between the independent and dependent variables. The conceptual framework, depicted in Figure 1, aims to provide a clear understanding of how environmentally friendly factors in the hospitality industry can enhance customer loyalty and serve as a guide for testing these influences in this research. The independent variables involved include Green Image (X1), Green Product (X2), Green Price (X3), Green Place (X4), and Green Promotion (X5), while the dependent variable is Green Loyalty (Y), with Green Satisfaction (Z1) and Green Trust (Z2) acting as mediating variables. This conceptual framework is designed to illustrate how environmental factors within the hotel industry can influence customer loyalty, and it will serve as a foundation for examining these relationships in the research study. The framework is illustrated in Figure 1. . Figure 1. Conceptual framework. 3. Method 3.1. Population, Sample, and Research Variables The population in this study consists of customers of three-star hotels in Surabaya, with a sample selected using purposive sampling based on the criteria of customers aged over 20 years. The sample size was calculated using the Leme show formula, resulting in 96 respondents. The variables in this study include independent variables (Green Image, Green Product, Green Price, Green Place, Green Promotion), intervening variables (Green Satisfaction and Green Trust), and the dependent variable (Green Loyalty). 252 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate Table 1. Operational matrix of research variables. No. Variable Operational research variables Source 1 Green image (X1) Best benchmark (X1.1) Chen, et al. [58] Well established (X1.2) Successful (X1.3) Trustworthy (X1.4) 2 Green product (X2) Product hazard level (X2.1) Rath [59] Product packaging (X2.2) Raw material used (X2.3) 3 Green price (X3) Higher price (Premium price) (X3.1) Rahman, et al. [14] Product price reflects quality (X3.2) 4 Green place (X4) Environmentally friendly hotel location (X4.1) Davari and Strutton [19] Eco-friendly products found in hotels supporting environmental sustainability (X4.2) 5 Green promotion (X5) Provides information about green products in advertising (X5.1) Davari and Strutton [19] Offers promotions and special deals to respondents who purchase green products (X5.2) 6 Green satisfaction (Z1) Respondents are happy with their decision to choose this brand due to environmental commitment (Z1.1) Chen [11] Respondents believe it is the right choice to buy this brand due to environmental performance (Z1.2) Overall, respondents are happy buying this brand because it is environmentally friendly (Z1.3) Overall, respondents are satisfied with this brand due to environmental concern (Z1.4) 7 Green trust (Z2) Respondents feel that this brand's environmental commitment is generally trustworthy (Z2.1) Chen [11] Respondents feel that this brand's environmental performance is reliable (Z2.2) Respondents feel that this brand's environmental promises are trustworthy (Z2.3) The environmental concern of this brand meets respondents' expectations (Z2.4) This brand fulfills its environmental promises and commitments (Z2.5) 8 Green loyalty (Y) Purchase intent (Y1.1) Mohd Suki [60] and Chang and Fong [54] Word-of-mouth (WoM) intentions (Y1.2) Willingness to Pay (Y1.3) 3.2. Operational Variables This study uses a questionnaire with a Likert scale to measure consumer perceptions of eco-friendly hotels. Data analysis is conducted using Structural Equation Modeling (SEM) with Smart PLS Ver 3.28 to test the hypotheses. Model evaluation is done through validity and reliability testing (Convergent Validity, Discriminant Validity, Composite Reliability, Cronbach’s Alpha) and examining relationships between latent variables using R-squares. Hypothesis testing checks the significance of the effects of independent variables on the dependent variable, with results considered significant if the t-statistic is greater than 1.96. as explained in Table 1. 4. The Result and Discussion 4.1. Three-Star Hotels This research data includes information collected from respondents and documents, both in statistical and other forms, for research purposes. The data used consists of descriptive respondent 253 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate characteristics and responses related to the research variables. A three-star hotel is an accommodation that is located in a strategic area such as downtown or near shopping centers, with better facilities compared to two-star hotels and below four-star hotels. These facilities include at least 30 standard rooms with a minimum size of 24 square meters, suites with a minimum size of 48 square meters, en- suite bathrooms, recreational facilities such as swimming pools, air conditioning, television, restaurants, as well as spacious parking and lobby areas. A Green hotel or Eco-Lodge is an environmentally friendly accommodation concept aimed at reducing the negative impact on nature. The main principles of green hotels include local community participation in planning and development, environmental conservation through water, waste, and energy management, pollution reduction, and conservation education for employees, tourists, and local communities. This research focuses on the management of three-star hotels with a green hotel concept. Some examples of three-star hotels in Surabaya include: Table 2. Three-star hotels in Surabaya. No Hotel name Address 1 Fave Hotel MEX Tunjungan Mex Building, Jl. Pregolan No.1-3-5, Tegalsari 2 Gunawangsa Manyar Jl. Menur Pumpungan No.62, Menur Pumpungan 3 Quest Hotel Darmo Jl. Ronggolawe No.27-29, Wonorejo 4 Maxone Hotel Dharmahusada Jl. Dharmahusada No.189, Mojo 5 My Tower Hotel Jl. Rungkut Industri Raya No.4, Kutisari 6 Aston Inn Jl. Sidosermo II No.70a, Sidosermo 7 Ibis Surabaya City Center Jl. Basuki Rahmat No.94-96, Embong Kaliasin 8 Fave Hotel Rungkut Jl. Raya Kalirungkut No.23-25, Kali Rungkut 9 Country Heritage Hotel Jl. Nginden Intan Utara No.7, Nginden Jangkungan 10 Yello Hotel Jemursari Jl. Raya Jemursari No.176, Kendangsari 4.2. Respondent Characteristics The analysis from the table above shows that the majority of respondents are male (55.2%), followed by female (44.8%). In terms of age, the largest group of visitors is from the 36-45 years age range (39.6%), followed by the 20-35 years group (31.3%) and those above 46 years (29.2%). This indicates that the majority of visitors to three-star hotels in Surabaya are male, with the 36-45 years age group being the largest, reflecting a tendency for more middle-aged, productive visitors, such as for business or leisure purposes, as explained in Table 3. Table 3. Respondent characteristics. Characteristics Classification Number of respondents Percentage (%) Gender Male 53 55.2 Female 43 44.8 Total 96 100.0 Age 20 – 35 years 30 31.3 36 – 45 years 38 39.6 > 46 years 28 29.2 Total 96 100.0 4.3. Descriptive Respondent Answers The analysis of respondents' answers was conducted by calculating the mean class interval to determine the average rating position of respondents on each variable asked. The class interval is calculated by dividing the difference between the highest and lowest values (5 – 1 = 0.8) by the number of classes, resulting in a class interval of 0.8. As shown in Table 4, based on this class interval, the average ratings are divided into five categories: Strongly Disagree, Disagree, Neutral, Agree, and Strongly Agree. The descriptive analysis results indicate that Green Image (X1) has an average score of 4.14, reflecting a positive image of Green Hotels. Green Product (X2) also has an average score of 4.00, 254 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate showing a positive response toward eco-friendly products. Green Price (X3) received an average score of 4.31, indicating that visitors tend to accept premium prices for environmentally friendly services. Green Place (X4) and Green Promotion (X5) scored averages of 4.22 and 4.18, respectively, indicating that the location, facilities, and promotions are satisfactory. However, Green Satisfaction (Z1) with an average score of 3.71 and Green Trust (Z2) with an average score of 3.63 suggest that there is room for improvement in customer satisfaction and trust in the hotel's environmental commitment. Nevertheless, Green Loyalty (Y) shows a high average of 4.24, indicating strong loyalty to hotels with a Green Hotel concept. Overall, the analysis shows a positive response toward Green Hotels in Surabaya, particularly in Green Image, Green Price, and Green Loyalty. However, there are still areas that need improvement, such as Green Satisfaction and Green Trust, to further enhance customer satisfaction and trust in the eco-friendly services provided by the hotel. Table 4. Descriptive respondent answers. No. Variable Indicator Mean Standard deviation 1 Green image (X1) (X1.1) 4.04 0.869 (X1.2) 4.16 0.829 (X1.3) 4.20 0.881 (X1.4) 4.16 0.841 Mean 4.14 - 2 Green product (X2) (X2.1) 3.89 0.900 (X2.2) 4.05 0.886 (X2.3) 4.06 0.818 Mean 4.00 - 3 Green price (X3) (X3.1) 4.36 0.782 (X3.2) 4.27 0.814 Mean 4.31 - 4 Green place (X4) (X4.1) 4.13 0.789 (X4.2) 4.23 0.736 Mean 4.22 - 5 Green promotion (X5) (X5.1) 4.13 0.789 (X5.2) 4.23 0.736 Mean 4.18 - 6 Green satisfaction (Z1) (Z1.1) 3.75 0.929 (Z1.2) 3.79 0.928 (Z1.3) 3.62 1.038 (Z1.4) 3.69 1.106 Mean 3.71 - 7 Green trust (Z2) (Z2.1) 3.57 0.981 (Z2.2) 3.64 0.994 (Z2.3) 3.67 0.978 (Z2.4) 3.66 1.052 (Z2.5) 3.93 0.856 Mean 3.63 - 8 Green loyalty (Y) (Y1.1) 4.27 0.732 (Y1.2) 4.17 0.781 (Y1.3) 4.30 0.697 Mean 4.24 - 4.4. Analysis and Research Results Table 5 presents the results of the Convergent Validity test, which measures how well the indicators used in this study assess the intended constructs. The values shown include Original Sample (O), Sample Mean (M), Standard Deviation, T Statistics (|O/STDEV|), and P-Value for each item tested. All T-Statistics values above 1.96 and P-Values below 0.05 indicate good convergent validity, 255 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate meaning that the indicators successfully measure the intended constructs. For example, Green Image (X1) indicator X1.1 has a T-Statistic of 63.567 with a P-Value of 0.000, showing it is highly valid in measuring Green Image. The same applies to other indicators in the table, including those for Green Product (X2), Green Price (X3), Green Place (X4), Green Promotion (X5), Green Satisfaction (Z1), Green Trust (Z2), and Green Loyalty (Y). All indicators show very high T-Statistics and very low P- Values (0.000), indicating excellent convergent validity for all constructs tested. Overall, the table shows that all indicators used to measure the constructs in this study have significant convergent validity, meaning the data obtained is reliable for further analysis. Table 5. Convergent validity. Item Original sample (O) Sample mean (M) Standard deviation T statistics (|O/STDEV|) P-value Green image (X1) X1.1 0.936 0.934 0.015 63.567 0.000 X1.2 0.864 0.866 0.059 14.664 0.000 X1.3 0.848 0.845 0.040 20.954 0.000 X1.4 0.763 0.758 0.057 13.433 0.000 Green product (X2) X2.1 0.836 0.832 0.073 11.376 0.000 X2.2 0.912 0.914 0.019 47.769 0.000 X2.3 0.902 0.904 0.024 38.254 0.000 Green price (X3) X3.1 0.939 0.934 0.028 33.256 0.000 X3.2 0.958 0.959 0.010 95.609 0.000 Green place (X4) X4.1 0.939 0.938 0.014 65.344 0.000 X4.2 0.918 0.914 0.025 36.748 0.000 Green promotion (X5) X5.1 0.893 0.887 0.043 20.766 0.000 X5.2 0.922 0.923 0.018 50.978 0.000 Green satisfaction (Z1) Z1.1 0.902 0.900 0.032 28.529 0.000 Z1.2 0.933 0.932 0.015 62.242 0.000 Z1.3 0.949 0.950 0.012 78.783 0.000 Z1.4 0.927 0.925 0.020 47.503 0.000 Green trust (Z2) Z2.1 0.902 0.901 0.024 37.682 0.000 Z2.2 0.931 0.932 0.016 59.779 0.000 Z2.3 0.917 0.916 0.021 43.170 0.000 Z2.4 0.921 0.922 0.025 36.797 0.000 Z2.5 0.862 0.860 0.035 24.718 0.000 Green loyalty (Y) Y.1 0.839 0.839 0.086 9.788 0.000 Y.2 0.891 0.894 0.022 40.874 0.000 Y.3 0.871 0.871 0.040 21.963 0.000 4.4.1. Discriminant Validity Table 6 presents the Cross Loading as part of the Discriminant Validity test, which evaluates how well the indicators differentiate one construct from another. In discriminant validity testing, the correlation between an indicator and its intended construct should be higher than the correlation between that indicator and other constructs. This can be seen in the table, where the values in the construct columns (e.g., X1, X2, X3, etc.) are higher than the values in the rows where indicators cross with other constructs. For example, for indicator X1.1, the value for the Green Image (X1) construct is 0.936, which is higher than the correlation values with other constructs such as X2 (0.578), X3 (0.534), 256 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate and others. This condition applies to all indicators and constructs in the table, indicating that each indicator is more relevant to its intended construct than to other constructs. Additionally, to ensure Convergent Validity, the Average Variance Extracted (AVE) value is used. The AVE test measures the extent to which variance in indicators can be explained by the related construct. An AVE value of 0.50 or higher indicates good convergent validity. Therefore, the results shown in Table 6 suggest that all constructs in this study have both discriminant and convergent validity, meaning the indicators effectively differentiate from each other and accurately measure their respective constructs. Table 6. Cross loading. X1 X2 X3 X4 X5 Z1 Z2 Y X1.1 0.936 0.578 0.534 0.492 0.508 0.598 0.597 0.698 X1.2 0.864 0.587 0.639 0.557 0.597 0.633 0.609 0.739 X1.3 0.848 0.436 0.372 0.458 0.408 0.542 0.510 0.634 X1.4 0.763 0.682 0.661 0.515 0.566 0.513 0.574 0.602 X2.1 0.629 0.836 0.468 0.431 0.479 0.568 0.578 0.630 X2.2 0.571 0.912 0.629 0.640 0.701 0.591 0.686 0.680 X2.3 0.581 0.902 0.640 0.660 0.670 0.603 0.692 0.660 X3.1 0.572 0.576 0.939 0.649 0.664 0.433 0.407 0.491 X3.2 0.654 0.667 0.958 0.660 0.674 0.498 0.504 0.538 X4.1 0.574 0.676 0.701 0.939 0.737 0.623 0.608 0.634 X4.2 0.524 0.538 0.572 0.918 0.685 0.574 0.491 0.592 X5.1 0.522 0.601 0.569 0.717 0.893 0.579 0.519 0.682 X5.2 0.584 0.671 0.703 0.679 0.922 0.620 0.660 0.725 Z1.1 0.582 0.548 0.387 0.573 0.588 0.902 0.763 0.655 Z1.2 0.621 0.607 0.427 0.643 0.591 0.933 0.874 0.673 Z1.3 0.655 0.655 0.508 0.566 0.648 0.949 0.866 0.707 Z1.4 0.633 0.653 0.505 0.616 0.625 0.927 0.850 0.653 Z2.1 0.578 0.643 0.413 0.533 0.536 0.843 0.902 0.589 Z2.2 0.603 0.721 0.488 0.593 0.652 0.881 0.931 0.698 Z2.3 0.623 0.685 0.437 0.511 0.604 0.802 0.917 0.677 Z2.4 0.607 0.721 0.447 0.546 0.601 0.814 0.921 0.637 Z2.5 0.635 0.580 0.405 0.516 0.569 0.761 0.862 0.698 Y.1 0.753 0.630 0.394 0.467 0.545 0.529 0.569 0.839 Y.2 0.680 0.705 0.609 0.609 0.818 0.671 0.700 0.891 Y.3 0.625 0.595 0.394 0.628 0.630 0.672 0.616 0.871 4.4.2. Average Variance Extracted The Table 7 below shows the Average Variance Extracted (AVE) values for each variable in the study, which are used to assess Convergent Validity. All variables have AVE values greater than 0.50, indicating that these constructs have good convergent validity. For example, Green Price (X3) has the highest AVE value at 0.900, followed by Green Place (X4) and Green Satisfaction (Z1) with AVE values of 0.863 and 0.861, respectively, indicating that their indicators are well explained by these constructs. Overall, these results show that the constructs in the research model have good convergent validity. 257 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate Table 7. Average variance extracted (AVE). Variable Average variance extracted (AVE) Green image (X1) 0.731 Green product (X2) 0.781 Green price (X3) 0.900 Green place (X4) 0.863 Green promotion (X5) 0.824 Green satisfaction (Z1) 0.861 Green trust (Z2) 0.823 Green loyalty (Y) 0.752 4.4.3. Composite Reliability Table 8. Composite reliability. Variable Composite reliability Green image (X1) 0.919 Green product (X2) 0.911 Green price (X3) 0.927 Green place (X4) 0.913 Green promotion (X5) 0.885 Green satisfaction (Z1) 0.961 Green trust (Z2) 0.959 Green loyalty (Y) 0.904 This table provides a comprehensive overview of the reliability of the constructs within the study, confirming their consistency in measuring the underlying concepts. 4.4.4. Cronbach Alpha Table 9 shows the Cronbach Alpha values for each variable in the study. All variables have Cronbach Alpha values greater than 0.6, which indicates that all variables in this research model are reliable. For example, Green Satisfaction (Z1) and Green Trust (Z2) have the highest values, 0.946, indicating very high reliability. Thus, it can be concluded that all variables in this study meet the criteria for good reliability and can be used for further analysis. Table 9. Cronbach alpha. Variable Cronbach alpha Green image (X1) 0.875 Green product (X2) 0.860 Green price (X3) 0.890 Green place (X4) 0.842 Green promotion (X5) 0.788 Green satisfaction (Z1) 0.946 Green trust (Z2) 0.946 Green loyalty (Y) 0.836 Table 8 shows the composite reliability values for each variable in the study. All variables have composite reliability values above 0.60, meeting the criteria established by Ghozali and Latan [61] indicating that these constructs are reliable. For example, Green Satisfaction (Z1) has the highest composite reliability value of 0.961, followed by Green Trust (Z2) with 0.959. The high composite reliability values indicate that all variables in this study have adequate internal consistency in measuring the intended constructs. Therefore, all variables in the research model can be considered reliable. 258 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate 4.5. Structural Model Analysis (Inner Model) The inner model is a structural model used to predict causal relationships (cause-effect relationships) among latent variables or variables that cannot be directly measured. Below is the illustration of the Partial Least Squares Structural Model: Figure 2. Structural model of partial least squares (PLS). The structural model in Partial Least Squares (PLS) is used to predict causal relationships between latent variables, which cannot be measured directly. Based on Figure 2. it can be seen that the variables Green Satisfaction (Z1) and Green Trust (Z2) are influenced by the independent variables Green Image (X1), Green Product (X2), Green Price (X3), Green Place (X4), and Green Promotion (X5). Meanwhile, Green Loyalty (Y) is influenced by Green Satisfaction (Z1) and Green Trust (Z2). The structural equations generated in this model are as follows: • Z1 = 0.376X1 + 0.243X2 + 0.262X3 + 0.249X4 + 0.255X5 • Z2 = 0.336X1 + 0.461X2 + 0.279X3 + 0.093X4 + 0.250X5 • Y = 0.360Z1 + 0.404Z2 In the evaluation of the inner model, two key metrics are used: R² and Q². R² measures how well the independent variables in the model explain the dependent variables, while Q² is used to assess the predictive relevance of the model. The next step is to conduct an inner model test to evaluate the strength of relationships between variables. 4.5.1. R-Square (R²) Assessing the model with PLS begins with observing the R-Square for each endogenous latent variable. Changes in the R-Square values can be used to assess the effect of certain independent latent variables on the dependent latent variables and whether they have a substantive impact. For endogenous latent variables in the structural model, an R² value of 0.75 indicates that the model is “good,” 0.50 indicates that the model is “moderate,” and 0.25 indicates that the model is “weak” [62]. The PLS output is as shown in Table 10. 259 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate Table 10. R-Square. Variable R-square Green satisfaction (Z1) 0.614 Green trust (Z2) 0.652 Green loyalty (Y) 0.555 Based on Table 10, the Green Satisfaction (Z1) variable is influenced by the Green Image (X1), Green Product (X2), Green Price (X3), Green Place (X4), and Green Promotion (X5) variables, with an R² value of 0.614, indicating that the independent variables explain 61.4% of the variation in Green Satisfaction, which falls into the "Moderate" category. The Green Trust (Z2) variable, influenced by the same independent variables, has an R² value of 0.652, indicating a 65.2% effect, also classified as "Moderate." Meanwhile, the Green Loyalty (Y) variable, influenced by Green Satisfaction (Z1) and Green Trust (Z2), has an R² value of 0.555, indicating a 55.5% effect, which also falls into the "Moderate" category. Table 10 shows the R-Square values for the dependent latent variables in the PLS structural model. The R-Square value is used to assess how much the independent latent variables affect the dependent latent variables. According to Ghozali [62] an R² value of 0.75 is considered "good," 0.50 is considered "moderate," and 0.25 is considered "weak." In this table, the Green Satisfaction (Z1) variable has an R² of 0.614, showing a 61.4% effect, classified as "Moderate." Green Trust (Z2) has an R² of 0.652, indicating a 65.2% effect, also in the "Moderate" category. The Green Loyalty (Y) variable, influenced by Green Satisfaction (Z1) and Green Trust (Z2), has an R² of 0.555, which means a 55.5% effect, also in the "Moderate" category. Overall, these results show that the model has a moderate influence on the dependent variables. 4.5.2. Q-Square (Q²) The Q-Square or Predictive Relevance test is used to assess how well the structural model predicts. The Q-Square value is calculated using the blindfolding procedure, and if the result is greater than 0, the model is considered to have good predictive relevance. If the Q-Square value is less than 0, the model lacks predictive relevance. The Q² is calculated using the formula: Q² = 1 − [(1 − R1)(1 − R2)(1 − R3)...(1 − Rn)] Substituting the R² values from the previous table: Q² = 1 − [(1 − 0.614)(1 − 0.652)(1 − 0.555)] Q² = 1 − [(0.386)(0.348)(0.445)] Q² = 1 − [0.0617] Q² = 0.941 Since the Q² value is 0.941, which is greater than 0, it can be concluded that the structural model has excellent predictive relevance. This indicates that the model effectively predicts the relationships between variables. 4.6. Hypothesis Testing The next stage, do Bootstrapping and the results obtained are: 260 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate Figure 3. Bootstrap. Table 11. Research Hypothesis. H Relationship variables Original sample (O) T statistics (|O/STDEV|) P values Result H1 Green image (X1) -> Green satisfaction (Z1) 0.376 3.303 0.001 Significant H2 Green product (X2) -> Green satisfaction (Z1) 0.243 2.096 0.037 Significant H3 Green price (X3) -> Green satisfaction (Z1) 0.262 2.177 0.030 Significant H4 Green place (X4) -> Green satisfaction (Z1) 0.249 1.987 0.047 Significant H5 Green promotion (X5) -> Green satisfaction (Z1) 0.255 2.250 0.025 Significant H6 Green image (X1) -> Green trust (Z2) 0.336 3.115 0.002 Significant H7 Green product (X2) -> Green trust (Z2) 0.461 4.569 0.000 Significant H8 Green price (X3) -> Green trust (Z2) 0.279 2.423 0.016 Significant H9 Green place (X4) -> Green trust (Z2) 0.093 0.790 0.430 Not significant H10 Green promotion (X5) -> Green trust (Z2) 0.250 2.041 0.042 Significant H11 Green satisfaction (Z1) -> Green loyalty (Y) 0.360 2.120 0.034 Significant H12 Green trust (Z2) -> Green loyalty (Y) 0.404 2.491 0.013 Significant 4.7. The Effect of Green Image on Green Satisfaction (H1) The hypothesis testing results indicate that Green Image has a significant positive effect on Green Satisfaction with a T-statistic value of 3.303 (greater than 1.96) and an Original Sample value of 0.376. This shows a positive relationship between the two variables. Previous studies, such as those by Tarabieh [27] support this finding, suggesting that Green Brand Image significantly contributes to Green Satisfaction. Therefore, H1 is accepted, meaning that Green Image has a significant positive effect on Green Satisfaction among three-star hotel visitors in Surabaya. 4.8. The Effect of Green Product on Green Satisfaction (H2) The hypothesis testing results show that Green Product has a significant positive effect on Green Satisfaction with a T-statistic value of 2.096 (greater than 1.96) and an Original Sample value of 0.243. Previous studies, such as those by Firmansyah, et al. [28] and Dewanti, et al. [1] also support that 261 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate Green Product positively impacts Green Satisfaction. Thus, H2 is accepted, which indicates that Green Product has a significant positive effect on Green Satisfaction among three-star hotel visitors in Surabaya. 4.9. The Effect of Green Price on Green Satisfaction (H3) The hypothesis testing results indicate that Green Price has a significant positive effect on Green Satisfaction with a T-statistic value of 2.177 (greater than 1.96) and an Original Sample value of 0.262. Previous research, as noted by Astuti, et al. [36] and Dewanti, et al. [1] supports the idea that Green Price plays an important role in enhancing Green Satisfaction. Therefore, H3 is accepted, suggesting that Green Price has a significant positive effect on Green Satisfaction among three-star hotel visitors in Surabaya. 4.10. The Effect of Green Place on Green Satisfaction (H4) The hypothesis testing results show that Green Place has a significant positive effect on Green Satisfaction with a T-statistic value of 1.987 (greater than 1.96) and an Original Sample value of 0.249. Previous research, such as Astuti, et al. [36] and Bugis, et al. [35] supports the notion that Green Place has a significant impact on Green Satisfaction. However, some studies, like Herawati [38] report inconsistent results. Based on these findings, H4 is accepted, indicating that Green Place has a significant positive effect on Green Satisfaction among three-star hotel visitors in Surabaya. 4.11. The Effect of Green Promotion on Green Satisfaction (H5) Hypothesis testing shows that Green Promotion has a significant positive effect on Green Satisfaction with a T-statistic value of 2.250 (greater than 1.96) and an Original Sample value of 0.255. Previous research, such as Bugis, et al. [35] and Herawati [38] confirms that Green Promotion can increase Green Satisfaction. Therefore, H5 is accepted, indicating that Green Promotion has a significant positive effect on Green Satisfaction among three-star hotel visitors in Surabaya. 4.12. The Effect of Green Image on Green Trust (H6) The hypothesis testing results show that Green Image has a significant positive effect on Green Trust with a T-statistic value of 3.115 (greater than 1.96) and an Original Sample value of 0.336. This finding is supported by previous studies, such as Dewanti, et al. [1] and Yoningsih, et al. [4]. Therefore, H6 is accepted, indicating that Green Image has a significant positive effect on Green Trust among three-star hotel visitors in Surabaya. 4.13. The Effect of Green Product on Green Trust (H7) The hypothesis testing results show that Green Product has a significant positive effect on Green Trust with a T-statistic value of 4.569 (greater than 1.96) and an Original Sample value of 0.461. Previous research, such as Lestari, et al. [53] and Setyabudi and Adialita [49] supports that environmentally friendly products increase consumer trust in the brand. Therefore, H7 is accepted, indicating that Green Product has a significant positive effect on Green Trust among three-star hotel visitors in Surabaya. 4.14. The Effect of Green Price on Green Trust (H8) The hypothesis testing results show that Green Price has a significant positive effect on Green Trust with a T-statistic value of 2.423 (greater than 1.96) and an Original Sample value of 0.279. Research, such as Esfahani [32] and Setyabudi and Adialita [49] confirms that environmentally friendly pricing can strengthen consumer trust in a brand. Therefore, H8 is accepted, indicating that Green Price has a significant positive effect on Green Trust among three-star hotel visitors in Surabaya. 262 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate 4.15. The Effect of Green Place on Green Trust (H9) The hypothesis testing results show that Green Place does not have a significant effect on Green Trust, as the T-statistic value is 0.790 (less than 1.96) and the Original Sample value is 0.093, indicating an insignificant relationship. While some previous studies suggest that Green Place can influence customer satisfaction and loyalty (such as [35, 36]) this study shows that in the context of three-star hotel visitors in Surabaya, Green Place does not have a significant effect on Green Trust. Therefore, H9 is rejected, indicating that Green Place does not significantly affect Green Trust among three-star hotel visitors in Surabaya. 4.16. The Effect of Green Promotion on Green Trust (H10) The hypothesis testing results show that Green Promotion has a significant positive effect on Green Trust with a T-statistic value of 2.041 (greater than 1.96) and an Original Sample value of 0.250. Previous studies, such as those by Dewanti, et al. [1]; Herawati [38] and Lestari, et al. [53] confirm that Green Promotion can enhance consumer trust in the brand. Therefore, H10 is accepted, suggesting that Green Promotion has a significant positive effect on Green Trust among three-star hotel visitors in Surabaya. 4.17. The Effect of Green Satisfaction on Green Loyalty (H11) The hypothesis testing results show that Green Satisfaction has a significant positive effect on Green Loyalty, with a T-statistic value of 2.120 (greater than 1.96) and an Original Sample value of 0.360. Previous research by Firmansah, et al. [3] and Chrisjatmiko [55] also confirms that satisfaction with environmentally friendly products can enhance consumer loyalty. Therefore, H11 is accepted, indicating that Green Satisfaction has a significant positive effect on Green Loyalty among three-star hotel visitors in Surabaya. 4.18. The Effect of Green Trust on Green Loyalty (H12) The hypothesis testing results show that Green Trust has a significant positive effect on Green Loyalty, with a T-statistic value of 2.491 (greater than 1.96) and an Original Sample value of 0.404. Research by Firmansah, et al. [51] and Astuti and Sukaatmadja [57] supports that trust in environmentally friendly products can increase consumer loyalty to the brand. Therefore, H12 is accepted, indicating that Green Trust has a significant positive effect on Green Loyalty among three- star hotel visitors in Surabaya. 5. Conclusion Based on the data analysis, it can be concluded that Green Image, Green Product, Green Price, Green Place, and Green Promotion significantly and positively affect Green Satisfaction among visitors to three-star hotels in Surabaya that implement the Green Hotel concept. This indicates that consumer expectations for eco-friendly products and services play a key role in creating satisfaction. Furthermore, Green Image, Green Product, Green Price, and Green Promotion also positively influence Green Trust, while Green Place did not show a significant effect on Green Trust. Moreover, Green Satisfaction has a significant positive effect on Green Loyalty, showing that consumer satisfaction with eco-friendly services enhances their loyalty to continue using the hotel’s services. Green Trust also significantly and positively influences Green Loyalty, suggesting that consumer trust in eco-friendly services can foster their loyalty. 5.1. Theoretical and Practical Implications 5.1.1. Theoretical Implications This study contributes significantly to the understanding of the relationship between eco-friendly factors and consumer satisfaction, trust, and loyalty. The findings show that Green Image, Green 263 Edelweiss Applied Science and Technology ISSN: 2576-8484 Vol. 9, No. 2: 244-265, 2025 DOI: 10.55214/25768484.v9i2.4461 © 2025 by the authors; licensee Learning Gate Product, Green Price, Green Place, and Green Promotion significantly influence Green Satisfaction and Green Trust, which in turn impacts Green Loyalty. This research enriches the existing literature, particularly in the context of the hospitality industry that prioritizes sustainability and environmental concern. 5.2. Practical Implications Based on the research findings, it is recommended that three-star hotels in Surabaya focus on strengthening several elements of the Green Hotel concept to enhance Green Satisfaction, Green Trust, and Green Loyalty among guests. Hotels should prioritize improving Green Image by offering eco- friendly products and adhering to Green Hotel standards. Competitive pricing (Green Price) and promotions emphasizing sustainability (Green Promotion) are also essential. Adding more green elements around the hotel (Green Place) can improve the customer experience, although its impact on Green Trust was not significant. More intensive promotion via social media and collaboration with influencers can increase public awareness of the hotel’s commitment to sustainability. 5.3. Limitations of the Study and Recommendations This study has several limitations, including limited literature on the influence of Green Place and Green Promotion on Green Trust, and the potential impact of using questionnaires on the validity of results, especially if respondents are not careful when filling them out. Additionally, the study only involved 96 respondents from three-star hotels in Surabaya, which limits the generalizability of the results to hotel guests in other cities. For future research, it is recommended to involve a larger sample and participants from different locations to broaden the generalizability of the findings. Future studies could also explore other variables that may affect Green Satisfaction and Green Loyalty, such as social, cultural, or consumer behavior factors, to provide a more comprehensive understanding of consumer loyalty dynamics toward eco-friendly hotels. Transparency: The authors confirm that the manuscript is an honest, accurate, and transparent account of the study; that no vital features of the study have been omitted; and that any discrepancies from the study as planned have been explained. This study followed all ethical practices during writing. Copyright: © 2025 by the authors. 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