| dc.description.abstract | As the awareness of environmental problems is increasing, consumers prefer
environmentally friendly products or services to reduce negative environmental effects.
In order to respond to these environmental demands, companies should develop new
corporate strategies with these green alternatives, such as green marketing. Green
marketing divided into green marketing mix and strategy. To improve long-term
relationship with customer is to develop and maintain communication and cooperation
with the public using green promotion as part of green marketing mix. The purpose of
this research is to determine whether brand trust are influenced by the type of
communication tools on green marketing. For this purpose, conceptual models have
been proposed using survey methods for data collection. Using a sample of consumers
who have experienced in buying Starbucks products, this study uses structural equation
modeling (SEM) to verify the proposed hypothesis and processed by AMOS Software.
There are 5 variables which are advertising, sales promotion, public relation, direct
marekting, and interactive marketing as a exogenous variable and brand trust as
endogenous variable, for each variables have indicator. The result of this research show
that advertising and public relation has a significant affect on brand trust. | en_US |
