| dc.description.abstract | Marketing is the process of planning and executing the conception pricing, promotion,
and distribution of ideas, goods, and services to create exchanges that satisfy individual
(customer) and organizational objectives. Green marketing has recently become an
interesting issue, it is divided into green marketing strategy and marketing mix.
Marketing mix is divided into 4 categories which are product, price, place and
promotion. Promotion is needed to communicate product or services to customers,
information credibility is needed to deliver information properly. The aim of the research
is to identify how relation among variables. Those variables are familiar brand, credible
source, initial perception and website interactivity as exogenous variable while brand
trust as endogen variable. Another purpose is designing conceptual model of conceptual
model of information credibility toward brand trust in green marketing scope. The
research was conducted using SEM (Structural Equation Model) method, processed by
AMOS 22 software. There are several steps of the research those are measurement
models, structural models, and modification model. The results shows there are two
variables that significantly influence purchasing decisions, namely familiar brand and
website interactivity. | en_US |
