MS, MAHRINASARI (2020) PUBLIKASI ARTIKEL dengan Judul: "INDONESIAN CONSUMER BEHAVIOR PERSPECTIVE TOWARD CORPORATE SOCIAL RESPONSIBILITY". JOURNAL OF SECURITY AND SUSTAINABILITY ISSUES, 9 (May). pp. 381-408. ISSN ISSN 2029-7017/ISSN 2029-7025 (online)
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GABUNGAN ARTIKEL PUBLIKASI INDONESIAN COSNUMER BEAHVIOR JUORNAL JSSI MEI 2020.pdf Download (973kB) | Preview |
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 |
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| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen |
| Depositing User: | Mahrinasari MS |
| Date Deposited: | 11 Sep 2020 09:03 |
| Last Modified: | 11 Sep 2020 09:03 |
| URI: | http://repository.lppm.unila.ac.id/id/eprint/23976 |
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