Martdhanna, Adin (2017) Pengaruh Corporate Social Responsibility (CSR) Terhadap Citra Merek Dan Dampaknya Pada Minat Beli Produk Nivea (Survei terhadap Pengunjung Merbabu Family Park di Jalan Merbabu, Malang yang Beminat untuk Membeli Produk Nivea). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Corporate Social Responsibility (CSR) terhadap Citra Merek, (2) pengaruh Corporate Social Responsibility (CSR) terhadap Minat Beli, (3) Citra Merek terhadap Minat Beli. Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Variabel dalam penelitian ini meliputi Corporate Social Responsibiliy (CSR), Citra Merek, dan Minat Beli. Populasi penelitian ini adalah pengunjung Merbabu Familiy Park di Jalan Merbabu, Malang. Sampel yang digunakan dalam penelitian ini sebanyak 96 orang responden yang diambil menggunakan non probability sampling dengan purposive sampling dan metode pengumpulan data menggunakan kuesioner. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analisis). Hasil analisis jalur (path analysis) menunjukkan bahwa Corporate Social Responsibility (CSR) (X) berpengaruh signifikan terhadap Minat Beli (Z) dan Minat Beli (Y), Citra Merek (Z) berpengaruh signifikan terhadap Minat Beli (Y). Berdasarkan hasil penelitian diharapkan PT. Beiersdorf Indonesia mempertahankan atau meningkatkan citra merek dari produk unggulannya yaitu Nivea dengan meningkatkan kegiatan CSR-nya selain menyediakan ruang terbuka hijau dan juga meningkatkan citra merek dari produk lainnya. Sehingga masyarakat memandang PT. Beiersdorf Indonesia sebagai perusahaan yang memiliki integritas yang tinggi.
English Abstract
This research aims to (1) describe the influence of Corporate Social Responsibility (CSR) to Brand Image, (2) the effect of Corporate Social Responsibility (CSR) to Purchase Intention, (3) the influence of Brand Image on Purchase Intention. This is explanatory research with quantitative approach. The variables in this study include the Corporate Social Responsibility (CSR), Brand Image, and Purchase Intention. The study population is Visitor of Merbabu Family Park in Merbabu Street, Malang. The sample used in this study were 96 people as respondents drawn using non probability sampling with purposive sampling and data collection methods using questionnaires. Analysis of the data used are descriptive analysis and path analysis. The results of path analysis showed that the Corporate Social Responsibility (X) have a significant effect on Brand Image (Z) and Purchase Intention (Y), Brand Image (Z) have a significant effect on Purchase Intention (Y). Based on the results of the study are expected Beiersdorf Indonesia Company maintain and increase the positive image of it featured product such as Nivea with increase the number of CSR activity beside providing open green space and also increase the positive image of another product beside Nivea. So people consider that Beiersdorf Indonesia company as a company that has a high integrity.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/1288/051801705 |
| Uncontrolled Keywords: | Corporate Social Responsibility (CSR), Citra Merek, Minat Beli |
| 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: | 27 Mar 2018 07:20 |
| Last Modified: | 26 Oct 2021 04:28 |
| URI: | http://repository.ub.ac.id/id/eprint/9029 |
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