THE EFFECT OF CUSTOMER ENGAGEMENT TOWARD BRAND TRUST IN GREEN MARKETING STARBUCK COFFEE YOGYAKARTA
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Date
2018-12-31Author
Nadya Putri Utamie Oktrizma, 14522336
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Green marketing is a marketing concept that emphasizes the factors and impacts that
will be given to the environment. Green marketing can be divided into green
marketing strategies and green marketing mix. There are 4 types of green marketing
mix which are green product, price, place and promotion. This research will discuss
about green promotion. The existence of social media and ease of internet use, can
provide companies with easier communication with customers to promote their green
activities. Therefore, this research will focus more on customer engagement which
aims to inform the customer about the environmental concern. The objective of this
research is to design models of costumer engagement and also to find out the
relationships between variables. These variables are attention, interaction and
customer satisfaction as exogenous variables and brand trust as endogenous
variables. The method used in this research is survey using questionnaires and
Structural Equation Model (SEM) tools and will be processed using AMOS 22
software. The results of this research are 2 of 3 variables that are significantly related
to brand trust. The variables are attention with a significance value of 0.004 and
customer satisfaction with a significant value of 0.001.
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- Industrial Engineering [2224]