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Devina Susilo
Alumnus Magister Manajemen, Fakultas Ekonomi, Universitas Kristen Petra Jl. Siwalankerto 121-131, Surabaya 60236
Economics, Econometrics & Finance

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ANALISIS PROGRAM CORPORATE SOCIAL MARKETING, PENGETAHUAN KONSUMEN DAN REPUTASI PERUSAHAAAN DALAM MENCIPTAKAN GREEN CONSUMERISM (PROGRAM TUMBLER STARBUCK ON THE GO) Devina Susilo
Jurnal Manajemen Pemasaran Vol. 8 No. 1 (2014): APRIL 2014
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (256.915 KB) | DOI: 10.9744/pemasaran.8.1.9-17

Abstract

The study aimed to clarify the influence of corporate social marketing programs on consumer knowledge and reputation of the company in creating green behavior Consumerism. The study was conducted to consumers of Starbucks Coffee, in an explanatory study with a sample size of 200 respondents. The analysis was performed descriptively and kausalistik in the form of structural equation models. The findings of this study is that the implementation of corporate social marketing program has a positive impact on consumer knowledge and the company's reputation as a green company. CSM program can create and educate consumers and then engaged consume products more responsibly towards the environment, and ultimately promote the creation of green Consumerism.
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