dc.contributor.advisor | Prof.Ir.R. Chairul Saleh, M.Sc.,Ph.D | |
dc.contributor.author | Amalia Hasanah, 14522249 | |
dc.date.accessioned | 2019-01-31T01:58:54Z | |
dc.date.available | 2019-01-31T01:58:54Z | |
dc.date.issued | 2018-12-31 | |
dc.identifier.uri | https://dspace.uii.ac.id/handle/123456789/13398 | |
dc.description.abstract | Marketing is an important thing that must be done by every company. Green marketing
divided into green marketing strategies and green marketing mix. There are 4 types of
green marketing mix which are product, price, place and promotion. Green marketing
is considered safe for the environment. There is a green promotion in green marketing,
and ecolabel is part of green promotion and green communication. The human view
has increased along with increasing concern for the environment. Eco-label as a
guarantee of the quality of green products is a problem in the world of business and
global trade today. The aim of this research is to design models of ecolabel and to find
the relationship among variables. These variables are environmental knowledge,
ecolabel awareness, ecolabel knowledge and belief in environmentally friendly buying
as exogenous variable and brand trust as endogenous variable. The method used in this
study is survey by using questionnaires and Structural Equation Model (SEM) tools and
will be processed using AMOS 22 software. The results of this research, there are 2 of
4 variables that significantly related to brand trust. The variables are environmental
knowledge with a significance value 0.005 and belief in environmentally friendly buying
with a significance value 0.001. | en_US |
dc.publisher | Universitas Islam Indonesia | en_US |
dc.subject | Green | en_US |
dc.subject | Marketing | en_US |
dc.subject | Promotion | en_US |
dc.subject | Eco-label | en_US |
dc.subject | Brand-Trust | en_US |
dc.title | THE EFFECT OF ECO-LABEL TOWARD BRAND TRUST IN GREEN MARKETING SCOPE USING STRUCTURAL EQUATION MODELING (CASE STUDY: STARBUCKS) | en_US |
dc.type | Undergraduate Thesis | en_US |