Putra, Arie Pratama (2018) Pengaruh Corporate Social Responsibility Terhadap Brand Loyalty dengan Mediasi Brand Personality dan Corporate Reputation (Studi Pada Perusahaan Ritel Modern di Kota Malang). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji secara empiris pengaruh corporate social responsibility (CSR) terhadap brand loyalty dengan brand personality dan corporate reputation sebagai mediasi. Penelitian ini menggunakan Partial Least Square (PLS) untuk menganalisis data. Data yang diolah diperoleh dari survei menggunakan kuesioner pada konsumen toko ritel di Kota Malang sebagai populasi. Sampel dari penelitian ini adalah 150 pengunjung toko ritel yang diperoleh mengunakan non-probability sampling dengan teknik purposive sampling. Temuan penelitian ini menunjukkan bahwa corporate social responsibility mempengaruhi brand loyalty secara langsung maupun tidak langsung melalui brand personality dan corporate reputation sebagai mediasi. Penelitian ini memberikan saran bagi peritel modern untuk lebih memperhatikan program-program corporate social responsibility yang dimiliki konsumen ritel, pentingnya meningkatkan ccorporate reputation dan brand personality yang dimiliki peritel sehingga dapat dirasakan konsumen guna meningkatkan brand loyalty.
English Abstract
This study aims to empirically examine the influence of corporate social responsibility (CSR) on the brand loyalty with the brand personality and the corporate reputation as the mediators. This study used Partial Least Square (PLS) to analyze the data. The data was obtained from a survey by using the questionnaire with consumers of retail stores in Malang as its population. The samples were 150 visitors obtained by using non-probability sampling with purposive sampling technique. The findings of this study indicated that corporate social responsibility, either directly or indirectly, affected the brand loyalty through the mediation of the brand personality and the corporate reputation. This study suggested the modern retailers to pay more attention to the CSR program owned by their consumers. It highlighted the importance of improving the retailers’ corporate reputation and brand personality to be felt consumers in order to increase the retailers brand loyalty.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.827/PUT/p/2015/041810817 |
| Uncontrolled Keywords: | USE OF BRAND AND TRADEMARKS |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endang Susworini |
| Date Deposited: | 01 Feb 2021 02:43 |
| Last Modified: | 01 Feb 2021 02:43 |
| URI: | http://repository.ub.ac.id/id/eprint/182379 |
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