PENGARUH TANGGUNG JAWAB SOSIAL (CSR) TERHADAP BRAND IMAGE DAN DAMPAKNYA PADA MINAT BELI (Survey Pada PT Pabrik Gula Krebet Baru di Kabupaten Malang)

Authors

  • Mochammad Juhairi
  • Zainul Arifin
  • . Sunarti

Abstract

The perception of the company at this time is not only looking for profits, but the company pays attention to corporate social responsibility. This research aims to determine the influence of Corporate Social Responsibility (CSR) on Brand Image, the influence of Corporate Sosial Responsibility (CSR) on Purchase Intention, and the effect of Brand Image on Purchase Intention. The population in this study is about people who work in PT Pabrik Gula Krebet Baru there sample used in this research was 100 people to the research method used is explanatory research (explanatory research). Data analysis was performed using path analysis. The results of path analysis shows that, Corporate Social Responsibility (CSR) Variable have significant effect on Brand Image Variable, Corporate Social Responsibility (CSR) Variable have significant effect on Purchase Intention Variable and Brand Image Variable have significant effect on Purchase Purchase Intention Variable. Based on the results of this research in the implementation of the program of corporate social responsibility (CSR) has been good, visible from the implementation of corporate social responsibility (CSR) is done on several fronts, but these activities are not optimal due to lack of extension or expansion of the activities of corporate social responsibility (CSR) is given PT Pabrik Gula Krebet Baru

Keywords : Corporate Social Responsibility (CSR), Brand Image, Purchase Intention

ABSTRAK

Persepsi perusahaan saat ini tidak hanya mencari keuntungan semata, tetapi perusahaan memperhatikan tanggung jawab sosial terhadap masyarakat. Penelitian ini bertujuan untuk mengetahui pengaruh Tanggung Jawab Sosial (CSR) terhadap Brand Image, pengaruh Tanggung Jawab Sosial (CSR) terhadap Minat Beli, dan pengaruh Brand Image terhadap Minat Beli. Populasi dalam penelitian ini adalah masyarakat sekitar yang bekerja di PT Pabrik Gula Krebet Baru dengan jumlah sampel sebanyak 100 orang responden dengan metode penelitian yang digunakan adalah penelitian penjelasan (explanatory research). Analisis data dilakukan dengan metode path analysis. Hasil dari analisis jalur (path analysis) menunjukkan bahwa, Variabel Tanggung Jawab Sosial (CSR) berpengaruh signifikan terhadap Variabel Brand Image, Variabel Tanggung Jawab Sosial (CSR) berpengaruh signifikan terhadap Variabel Minat Beli, dan Variabel Brand Image berpengaruh signifikan terhadap Variabel Minat Beli. Berdasarkan hasil penelitian ini dalam pelaksanaan program Tanggung Jawab Sosial (CSR) sudah baik, terlihat dari pelaksanaan Tanggung Jawab Sosial (CSR) yang dilakukan di beberapa bidang, namun kegiatan tersebut belum optimal karena kurangnya ekstensi atau perluasan kegiatan tanggung jawab sosial (CSR) yang diberikan PT Pabrik Gula Krebet Baru.

Kata Kunci : Tanggung Jawab Sosial (CSR), Brand Image, Minat Beli

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Published

2016-10-14

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