The Effect Of Coorporate Social Responsbility (CSR) On Support Intention And Costumer Purchase Behaviour Of Csr Programs Aqua

syafi'i, agus and , Soepatini, S.E., M.Si., Ph.D (2017) The Effect Of Coorporate Social Responsbility (CSR) On Support Intention And Costumer Purchase Behaviour Of Csr Programs Aqua. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Purpose – The purpose of this paper to investigate relationships corporate social belief (CSR), support intention and purchase behavior, Although there a lot research report the relationship between CSR belief and purchase behavior on mediating role of support intention, hence researcher to analyze those relationships in case CSR programs by Aqua. Design/methodology/approach – This study employs a quantitative research to test the relationship CSR beliefs, support intention and purchase behavior. Questioners are distributed to 120 respondents, Only 100 respondents categorized as sample that knowing CSR programs Aqua, For mediating test researcher used sobel test to analyze the relations among the variables. Findings – The results showed the relationship CSR belief demonstrated significant effect with support intention. The results also showed that all CSR dimensions have insignificant relationship with purchase behavior directly, Additionally economic belief and ethical belief have significant effect with purchase behavior by mediating support intention Originality/value – This study showed CSR belief influence customer purchase behavior by mediating support intention for the sample lectures and assistant in management and business faculty in Muhammadiyah University of Surakarta. Finally companies should improve their marketing strategy by using CSR programs as their strategy to get customer sympathy and rise credibility of company. Keywords: social responsibility, Marketing strategy, customer behavior, Aqua

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: social responsibility, Marketing strategy, customer behavior, Aqua
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Agus Syafi'i
Date Deposited: 15 Aug 2017 07:30
Last Modified: 15 Aug 2017 07:30
URI: http://eprints.ums.ac.id/id/eprint/55616

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