Environmental Concern Mediates Green Marketing and Service Quality on Visitor Satisfaction at the Museum Rumah Atsiri Indonesia Tawangmangu

This study aims to determine the effect of green marketing and service quality on visitor satisfaction at the Museum Rumah Atsiri Indonesia Tawangmangu with mediation environmental concern. This research uses quantitative methods and descriptive analysis techniques with survey methods. The number of samples obtained was 384. The sampling method used is non-probability sampling with purposive sampling method. The results showed that the variables Green Marketing (X1), Service Quality (X2) and Environmental Concern (Z) had a significant influence on Visitor Satisfaction (Y) on visitors to the Museum Rumah Atsiri Indonesia Tawangmangu. Green Marketing (X1) and Service Quality (X2) have a positive and significant influence on Environmental Concern (Z). And Green Marketing (X1) and Service Quality (X2) have a positive and significant influence on Visitor Satisfaction (Y) through Environmental Concern (Z) as a mediator for visitors to the Museum Rumah Atsiri Indonesia Tawangmangu.