MS, MAHRINASARI (2020) INDONESIAN CONSUMER BEHAVIOR PERSPECTIVE TOWARD CORPORATE SOCIAL RESPONSIBILITY. JOURNAL OF SECURITY AND SUSTAINABILITY ISSUES, 9 (May). pp. 381-408. ISSN 2029-7017/ISSN 2029-7025 (online)

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Abstract

This study aims to examine the mediating role of Brand Preference in the effect of Brand Equity on Purchase Intention, as a cause of CSR Image. 700 of the potential customers consuming the low product involvement category in the beverage and toiletries Industry were surveyed, but just 664 usable responses were analyzed with SEM Analysis. The main result shows that Brand Preference has a mediating role in the effect of Brand Equity on Purchase Intention, as CSR Image effect. Other results show that CSR image has a significant effect on Brand Equity, and then Brand Equity directly has a significant effect on Purchase Intention. Keywords: corporate social responsibility image; brand equity; brand preference; purchase intention

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User: Mahrinasari MS
Date Deposited: 18 Nov 2020 01:26
Last Modified: 18 Nov 2020 01:26
URI: http://repository.lppm.unila.ac.id/id/eprint/25847

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