AN ANALYSIS OF COMMUNICATION TOOLS TOWARDS BRAND TRUST ON GREEN MARKETING ASPECT (CASE STUDY: STARBUCKS)

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.