Wibowo, Megasari Kumala (2019) Pengaruh Socially Responsible Marketing Terhadap Corporate Reputation Pt Bank Negara Indonesia Yang Di Mediasi Brand Image Dan Perceived Value Di Kabupaten Malang (Studi Pada Agen Laku Pandai Bni). Magister thesis, Universitas Brawijaya.
Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh Socially Responsible Marketing terhadap Corporate Reputation PT Bank Negara Indonesia yang dimediasi brand Image dan Perceived Value pada kegiatan Agen Laku Pandai di Kabupaten Malang. Kegiatan Agen Laku Pandai merupakan salah satu program pemerintah yang dibentuk oleh OJK dan BI sebagai program layanan keuangan tanpa Kantor dalam rangka keuangan inklusif, yaitu untuk penyediaan layanan perbankan atau layanan keuangan lainnya melalui kerja sama dengan pihak lain (agen bank). Instrumen penelitian yang digunakan adalah kuesioner yang diberikan secara langsung kepada Agen Laku Pandai BNI.Selanjutnya dilakukan analisis menggunakan software SmartPLS.Populasi penelitian ini adalah masyarakat Kabupaten Malang yang telah terdaftar sebagai Agen Laku Pandai BNI selama 1 tahun dan jumlah sampel yang didapatkan sesuai dengan kriteria penelitian yaitu sebanyak 176 koresponden. Teknik yang digunakan dalam penelitian ini adalah probability sampling dengan metode simpel random sampling .Temuan penelitian menunjukkan bahwa Socially Responsible Marketing tidak memiliki pengaruh secara langsung terhadap Corporate Reputation sehinga perlu adanya variabel lain sebagai mediasi. Brand Image mampu memediasi Socally Responsible Marketing dan Corporate Reputation.Sedangkan Perceived Value tidak mampu memediasi hubungan antara Socially Responsible Marketing dan Corporate Reputation. Hasil lainnya menunjukkan Socially Responsible Marketing memberikan pengaruh signifikan terhadap Perceived Value, Socially Responsible Marketing memberikan pengaruh signifikan terhadap Brand Image. Namun Perceived Value tidak berpengaruh signifikan terhadap Corporate Reputation
English Abstract
This research aims to determine the influence of Socially Responsible Marketing on Corporate Reputation ofPT Bank Negara Indonesia mediated by Brand Image and Perceived Value on the activity of Laku Pandai Agent in Malang regency. Laku Pandai Agent is one of the government programs formed by Financial Services Authority of Indonesia and Bank Indonesia as branchless banking program in the course of financial inclusion in which to provide banking services or another banking services through collaboration with another party (bank agent). The data are obtained from the questionnaires distributed to Laku Pandai Agent of BNI and was analyzed using a software named SmartPLS. The population of this research are the people of Malang regency registered as Laku Pandai Agent of BNI in a year and the amount of sample obtained are 176 correspondents and the technique being used in this research is probability sampling with simple random sampling method. The results of this research show that Socially Responsible Marketing has no direct influence on Corporate Reputation, therefore there is another variable as mediation. In addition, Brand Image is able to be the mediation of Socially Responsible Marketing and Corporate Reputation. Meanwhile, Perceived Value is not capable to be the mediation of relationship between Socially Responsible Marketing and Corporate Reputation. Moreover, the results also show that Socially Responsible Marketing has a significant influence on Perceived Value and Socially Responsible Marketing has a significant influence on Brand Image. However, Perceived Value has no significant influence on Corporate Reputation.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.827/WIB/p/2019/041910526 |
| 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 03:58 |
| Last Modified: | 03 Dec 2021 03:13 |
| URI: | http://repository.ub.ac.id/id/eprint/182419 |
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