NUGROHO, PERDANA ARDHI (2018) ANALISA PENGARUH CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP CITRA MEREK DAN REPUTASI PERUSAHAAN SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN KONSUMEN SABUN CUCI TANGAN LIFEBUOY. S2 thesis, Universitas Mercu Buana.
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Abstract
This study aims to examine and analyze the effect of Corporate Social Responsibility (CSR) related to Lifebuoy campaign the Global Handwashing Day campaign with Lifebuoy soap on Brand Image of Lifebuoy and the Corporate Reputation of PT Unilever Indonesia as well as its impact on Purchasing Decisions to Lifebuoy soap consumers. The sampling method used was saturated sampling or census from the population of members of Posyandu Joglo, West Jakarta involving 218 respondents who participated in Global Handwashing Day 2015 commemoration activity. The method of analysis used in this study is Structural Equation Modeling (SEM) with LISREL 8.70 (Linear Structural Relations) program. The results of the research show that Corporate Social Responsibility (CSR) is positive and significantly influences Lifebuoy's Brand Image. Corporate Social Responsibility (CSR) also has a significant positive effect on the Company's reputation at PT Unilever Indonesia. Whereas Brand Image and Company Reputation both have a significant positive effect on Purchase Decisions on Lifebuoy Soap Products. In addition, this study reveals that the direct influence is greater than the indirect influence of Corporate Social Responsibility (CSR) on Customer Decisions. This means that the Lifebuoy Brand Image and the Company's Reputation of PT. Unilver Indonesia was unable to mediate Corporate Social Responsibility (CSR) into a Purchase Decision on Lifebuoy soap products. Keywords: Corporate Social Responsibility (CSR), Brand Image, Company Reputation, Purchasing Decisions, Lifebuoy, Unilever Penelitian ini bertujuan menguji dan menganalisis pengaruh Corporate Social Responsibility (CSR) terkait dengan kampanye cuci tangan pakai sabun Lifebuoy terhadap Citra Merek dari Lifebuoy dan Reputasi Perusahaan PT Unilever Indonesia serta dampaknya terhadap Keputusan Pembelian konsumen sabun Lifebuoy. Metode sampling yang digunakan adalah sampling jenuh atau sensus dari polpulasi anggota dan pengurus Posyandu Joglo Jakarta Barat dengan melibatkan 218 responden yang ikut serta dalam kegiatan peringatan hari cuci tangan pakai sabun sedunia 2015. Metode analisis yang digunakan dalam penelitian inia adalah Structural Equation Modelling (SEM) dengan dibantu program LISREL (Linear Structural Relation) versi 8.70. Hasil penelitian menunjukan Corporate Social Responsibility (CSR) secara positif dan signifikan berpengaruh terhadap Citra Merek Lifebuoy. Corporate Social Responsibility (CSR) juga berpengaruh signifikan positif terhadap Reputasi Perusahaan PT Unilever Indonesia. Sedangkan Citra Merek maupun Reputasi Perusahaan keduanya berpengaruh signifikan positif terhadap Keputusan Pembelian pada Produk sabun Lifebuoy. Selain itu penelitian ini mengungkapkan bahwa pengaruh langsung lebih besar daripada pengaruh tidak langsung dari Corporate Social Responsibility (CSR) terhadap Keputusan Pelanggan. Hal ini berarti Citra Merek produk Lifebuoy maupun Reputasi Perusahaan PT. Unilver Indonesia tidak mampu memediasi Corporate Social Responsibility (CSR) menjadi Keputusan Pembelian pada produk sabun Lifebuoy. Kata Kunci: Corporate Social Responsibility (CSR), Citra Merek, Reputasi Perusahaan, Keputusan Pembelian, Lifebuoy, Unilever
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