Pengaruh Corporate Social Responsibility Terhadap Brand Loyalty dengan Mediasi Brand Personality dan Corporate Reputation (Studi Pada Perusahaan Ritel Modern di Kota Malang)

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/658.408/PUT/p/2018/041810817
Uncontrolled Keywords:	Corporate Social Responsibility, Corporate Reputation, Brand Personality, Brand Loyalty.
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.4 Executive management > 658.408 Social responsibility of executive management
Divisions:	S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	Endang Susworini
Date Deposited:	30 Aug 2022 03:07
Last Modified:	30 Aug 2022 03:07
URI:	http://repository.ub.ac.id/id/eprint/193786

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