PENGARUHâ €CORPORATEâ €SOCIALâ €RESPONSIBILITY (CSR) â €TERHADAP CITRA MEREK DAN DAMPAKNYAâ €PADA MINAT BELI PRODUK NIVEA (Survey terhadap Pengunjung Merbabuâ €Family Park di Jalan Merbabu, Malang yang Beminat untukâ €Membeli Produk Nivea)

Abstract

Thisâ €research aims to (1) describe the influence ofâ €Corporate Social Responsibility (CSR) to Brand Image, (2) the effect of Corporate Social Responsibilityâ € (CSR) to Purchase Intention, (3) the influence of Brand Image on Purchase Intention. This researchâ €use explanatory research with quantitative approach. The variables in this research are Corporate Socialâ €Responsibility (CSR), Brand Image, and Purchase Intention. The research population is Visitor ofâ €Merbabu Family Park in Merbabu Street, Malang. The sample used in this research were 96 people asâ €respondents drawn using non probability sampling with purposive sampling and data collection methodsâ €using questionnaires. Analysis of the data that used are descriptive analysis and path analysis with theâ €help of SPSS 20. The results of path analysis showed that the Corporate Social Responsibilityâ € (X) have a significant effect on Purchase Intention (Y) with p-value 0,047 (<0,050) and Brand Image (Z) â €with p-value 0,000 (<0,050), Brand Image (Z) have a significant effect on Purchase Intention (Y) withâ €p-value 0,000 (<0,050).

Keywords : Corporate Social Responsibility, Brand Image, Purchase Intention.

ABSTRAK

Penelitian ini bertujuan untuk (1) â €menjelaskan pengaruh Corporate Social Responsibility (CSR) terhadap Citra Merek, (2) pengaruhâ €Corporate Social Responsibility (CSR) terhadap Minat Beli, (3) Citra Merek terhadap Minat Beli. Jenisâ €penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Variabel dalamâ €penelitian ini meliputi Corporate Social Responsibiliy (CSR), Citra Merek, dan Minat Beli. Populasi penelitianâ €ini adalah pengunjung Merbabu Familiy Park di Jalan Merbabu, Malang. Sampel yang digunakan dalamâ €penelitian ini sebanyak 96 orang responden yang diambil menggunakan non probability sampling denganâ €purposive sampling dan metode pengumpulan data menggunakan kuesioner. Analisis data yang digunakanâ €adalah analisis deskriptif dan analisis jalur (path analisis) dengan bantuan software SPSS 20. Hasilâ €analisis jalur (path analysis) menunjukkan bahwa Corporate Social Responsibility (CSR) (X) berpengaruhâ €signifikan terhadap Minat Beli (Y) dengan p-value sebesar 0,047(<0,050) dan Citra Merek (Y) dengan p-valuâ €0,000 (<0,050), Citra Merek (Z) berpengaruh signifikan terhadap Minat Beli (Y) denganâ €p-value 0,000 (<0,050).

Kata Kunci : Corporate Social Responsibility (CSR), Citra Merek, Minat Beli