Zzahroh, Faiqotu (2018) Pengaruh Corporate Social Responsibility (CSR) Terhadap Citra Merek Dan Dampaknya Pada Keputusan Pembelian (Survei Pada Pengunjung Taman Slamet Kota Malang Yang Mengkonsumsi Produk Bentoel). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan : (1) Pengaruh Corporate Social Responsibility (CSR) terhadap Citra Merek; (2) Pengaruh Corporate Social Responsibility (CSR) terhadap Keputusan Pembelian; (3) Pengaruh Citra Merek terhadap Keputusan Pembelian. Jenis penelitian yang digunakan adalah explanatory research dengan menggunakan pendekatan kuantitatif dimana penelitian dilakukan di Taman Slamet. Variabel Corporate Social Responsibility (CSR) (X1), Variabel antara dari penelitian ini adalah Citra Merek (Y1), dan Variabel independen dari penelitian ini adalah Keputusan Pembelian Produk. Seluruh variabel yang ada akan diukur dengan menggunakan skala Likert. Jumlah sampel yang digunakan dalam penelitian ini sebesar 102 orang responden yaitu pengunjung Taman Slamet dan yang mengkonsumsi produk Bentoel yang merasakan Corporate Social Responsibility (CSR) PT. Bentoel Group Malang. Pengambilan jumlah sampel didasarkan pada karakteristik dan perhitungan yang telah ditentukan peneliti. Jenis data yang digunakan dalam penelitian ini adalah data primer. Data primer mendapatkan sumber data dari kuesioner. Pengujian instrumen dengan menggunakan uji validitas dan uji reliabilitas. Hasil penelitian menunjukkan bahwa: (1) variabel Corporate Social Responsibility (CSR) berpengaruh signifikan terhadap Citra Merek; (2) variabel Corporate Social Responsibility (CSR) berpengaruh signifikan terhadap Keputusan Pembelian; (3) variabel Citra Merek berpengaruh signifikan terhadap Keputusan Pembelian Produk. Dapat disimpulkan bahwa Corporate Social Responsibility (CSR) mempengaruhi Citra Merek, dan Keputusan Pembelian, baik secara langsung maupun tidak langsung. Dengan demikian, diharapkan pihak perusahaan PT. Bentoel Group dapat mempertahankan serta meningkatkan pelayanan terhadap Corporate Social Responsibility (CSR), karena variabel Corporate Social Responsibility (CSR) mempunyai pengaruh yang signifikan terhadap Citra Merek dan Keputusan Pembelian Produk.
English Abstract
This research aimmed to determine and explain: (1) determine the effect of Corporate Social Responsibility (CSR) on Brand Image; (2) determine the effect of Corporate Social Responsibility (CSR) on Purchase Decision; (3) determine the effect of Brand Image on Purchase Decision. The type of research used is explanatory research using a quantitative approach where the research was conducted in Taman Slamet. Variable of Corporate Social Responsibility (CSR) (X1), Intermediate variable from this research is Brand Image (Y1), and independent variable from this research is Product Purchasing Decision. All available variables will be measured using a Likert Scale. The amount of sanples that have been used in this study are 102 respondents ie visitors to Taman Slamet and who consume Bentoel products that feel Corporate Social Responsibility (CSR) PT. Bentoel Group Malang. Sampling is based on the characteristics and calculations the researchers have determined. The type of data used in this study is the primary data. Primary data get data source from questionnaire. Testing the instrument using validity test and reliability test. The results showed that: (1) Corporate Social Responsibility (CSR) variable significantly influenced Brand Image; (2) Corporate Social Responsibility (CSR) variable has significant effect on Purchase Decision; (3) Brand Image variable has significant effect to Purchase Decision. Corporate Social Responsibility (CSR) can be concluded that affects Brand Image, and Purchase Decision, either directly or indirectly. Thus, it is expected the company PT. Bentoel Group can maintain and improve the service of Corporate Social Responsibility (CSR), because the variable of Corporate Social Responsibility (CSR) has a significant influence on Brand Image and Purchase Decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/176/051803437 |
| Uncontrolled Keywords: | Corporate Social Responsibility (CSR), Citra Merek, Keputusan Pembelian |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.4 Executive management > 658.408 Social responsibility of executive management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 03 May 2018 03:06 |
| Last Modified: | 26 Oct 2021 05:26 |
| URI: | http://repository.ub.ac.id/id/eprint/10165 |
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