| dc.description.abstract | Changing climates and environmental issues have been more serious than in past
times, including people who have mostly been exposed frequently. Specifically at
the present time, consumers are considering pursuing greener options to be
implemented in their behavior that can do well for the environment and life itself.
In order to respond to the consumer’s environmental needs, companies should
develop new corporate strategies that focus on green alternatives, one of the ways
to do that is by using green marketing methods in products and services. Green
marketing requires new management and market strategies to address the
challenges associated with developing for ecological products. One of the
functions of green marketing is communication that needs to be maintained from
supplier to the consumers, in order to have a reliable relationship. This research
aims to determine whether communication tools are influenced by various type of
communication tools in green marketing. For this research, conceptual models
have been proposed using survey methods for data collection. The sample for this
research is from consumers who have experienced and acknowledged green
property products, specifically D.I Yogyakarta city. This study uses structural
equation modeling (SEM) to verify the proposed hypothesis and is processed by
AMOS 23 Graphics Software. There are 6 variables which are advertising, sales
promotion, public relation, direct marketing, personal selling and interactive
marketing as an exogenous variable. As for the endogenous variable is the
communication tool. Each variable consisting a few indicators. After the proposed
model is acceptable, the next phase is doing a model simulation using Powersim
9 Software to examine the impact value of the communication tool every year.
The result of this research shows that all six variables. Advertising, Sales
Promotion, Interactive Marketing and Personal Selling have significant impact on
communication tools of green marketing. | en_US |
