Armanda, Yogie (2017) Pengaruh Penerapan Program Corporate Social Responsibility Dalam Membentuk Brand Image Dan Dampaknya Pada Minat Beli (Survei pada Program CSR PT. Inti Daya Guna Aneka Warna di Kampung Jodipan Kota Malang Jawa Timur). Sarjana thesis, Universitas Brawijaya.
Abstract
Latar belakang dilakukannya penelitian ini adalah untuk mengetahui peran CSR yang selama ini dianggap hanya sebatas menggugurkan kewajiban bagi perusahaan, padahal mampu meningkatkan citra perusahaan dan daya beli masyarakat. Penelitian ini bertujuan untuk menjelaskan (1) pengaruh penerapan program Corporate Social Responsibility terhadap Brand Image, (2) pengaruh penerapan program Corporate Social Responsibility terhadap Minat Beli, dan (3) pengaruh Brand Image terhadap Minat Beli. Jenis penelitian ini adalah penelitan penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel dalam penelitian ini terdiri dari Corporate Social Responsibility (CSR), Brand Image dan Minat Beli. Populasi dalam penelitian ini adalah penduduk Kota Malang, Jawa Timur yang berusia 17 tahun ke atas dan pernah mengunjungi Kampung Jodipan Kota Malang. Sampel yang digunakan dalam penelitian ini sebanyak 116 orang responden yang diambil dengan menggunakan metode cluster random sampling. Pengumpulan data dengan menggunakan kuesioner. Analisis data yang digunakan adalah analisis deksriptif dan analisis jalur (path analysis). Hasil analisis jalur (path analysis) menunjukkan bahwa variabel Corporate Social Responsibility (X) berpengaruh signifikan terhadap Brand Image (Y1), variabel Corporate Social Responsibility (X) berpengaruh signifikan terhadap Minat Beli (Y2), dan Brand Image (Y1) berpengaruh signifikan terhadap Minat Beli (Y2). Berdasarkan hasil penelitian ini, sebaiknya PT. Inti Daya Guna Aneka Warna mempertahankan kualitas dari program CSR yang sedang dijalankan, dan meningkatkan kualitas brand image perusahaan. Sebab brand image memiliki peran yang besar dalam meningkatkan minat beli penduduk Kota Malang terhadap produk yang dikeluarkan oleh PT. Inti Daya Guna Aneka Warna.
English Abstract
This research intends to identify the influence of CSR that has been considered only to abort the obligation for the company, while able to increase the corporate image and purchase intention of the community. This research aims to explain (1) the influence of implementation Corporate Social Responsibility on Brand Image, (2) the influence of Corporate Social Responsibility on purchase intention, and (3) the influence of brand image on purchase intention. This type of research is to explanatory with quantitative approach. Variable in this research is corporate social responsibility, brand image, and purchase intention. The population of this research is the citizens of Malang City, East Java, who aged more than seventeen years old and who has visited Kampung Jodipan Malang City. The sample used in this research was 116 people chosen with Cluster Random Sampling and data collection methods used the questionnaire. Analysis of data was used descriptive analysis and path analysis. The result of path analysis shows that Corporate Social Responsibility has significant influence on the brand image, Corporate Social Responsibility has significant influence on the purchase intention, and brand image has significant influence on the purchase intention. Based on the result of this research, PT. Inti Daya Guna Aneka Warna should maintain of their current quality of CSR’s program and increase the quality of corporate brand image. Since brand image has significant influence on purchase intention perceived by citizens of Malang especially regarding the product of PT. Inti Daya Guna Aneka Warna.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/1197/051800375 |
| Uncontrolled Keywords: | Corporate Social Responsibility, Brand Image, Minat Beli |
| 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: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 29 Jan 2018 04:10 |
| Last Modified: | 26 Oct 2021 01:48 |
| URI: | http://repository.ub.ac.id/id/eprint/8514 |
Preview |
Text
8. LAMPIRAN.pdf Download (2MB) | Preview |
Preview |
Text
BAB II.pdf Download (587kB) | Preview |
Preview |
Text
DAFTAR PUSTAKA.pdf Download (217kB) | Preview |
Preview |
Text
BAB I.pdf Download (257kB) | Preview |
Preview |
Text
BAGIAN DEPAN.pdf Download (817kB) | Preview |
Preview |
Text
BAB III.pdf Download (656kB) | Preview |
Preview |
Text
BAB IV.pdf Download (914kB) | Preview |
Preview |
Text
BAB V.pdf Download (106kB) | Preview |
Actions (login required)
 |
View Item |