Model Development Strategy for The Effect of Green Marketing Corporate Image in Retail Business Using GSCA
| Main Authors: | Andajani, Erna , Oktavera, Rini |
|---|---|
| Format: | Proceeding NonPeerReviewed application/pdf |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
http://repository.ubaya.ac.id/17639/1/P600%2D612_Erna%20Andajani%2C%20Rini%20Oktavera.pdf http://repository.ubaya.ac.id/17639/ |
Daftar Isi:
- Environmental problems caused by human activity, both directly and indirectly, have become a central issue in the field of science and technology, agriculture, economics and business. This encourages people to change the perspective and lifestyle. Business actors perform business approach patternthat leads to activity-based business environment. One of concerns for the company is to develop green marketing. This study is an explanatory study that aims to develop a model of green marketing strategy influence on the image of the company in the retail business. Green marketing consists of three factors: corporate social responsibility, corporate image and product image. Companies that focusongreen marketingthroughcorporatesocialresponsibilityis believed to improvethe image ofthe productandthe company's image.Product imageandthe image ofthe company's impactoncustomersbuying interest. This study uses a survey of 100 supermarket customers in the East Surabaya. Sampling used purposive sampling. Data analysis in this study uses the Generalized Structured Component Analysis (GSCA). Keywords:Green Marketing, GSCA, corporate image, retail business