Firmansyah, Muhammad Alif Jaya (2026) Analisis Pengaruh Corporate Social Responsibility, Brand Image, Brand Reputation Dan Green Marketing Terhadap Purchase Decision Dimediasi Purchase Intention Dan One-Aqua Di Surabaya Raya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study analyzes the effects of Corporate Social Responsibility (CSR), Brand Image, Brand Reputation, and Green Marketing on Purchase Decisions with Purchase Intention serving as a mediating variable among consumers of Danone-AQUA products in the Greater Surabaya area. Increasing competition in the bottled water sector has prompted companies to strengthen their marketing strategies through social responsibility, brand image, brand reputation, and the implementation of eco-friendly marketing concepts to boost consumer interest and purchasing decisions. This study employs a quantitative approach with 105 respondents selected via Judgment Sampling. Data were collected via a questionnaire between September and Oktober 2025. Analysis was conducted using PLS-SEM. The results indicate that Corporate Social Responsibility, Brand Image, Brand Reputation, and Green Marketing significantly influence Purchase Intention. Furthermore, Purchase Intention also significantly influences Purchase Decision. This study also found that Purchase Intention acts as a mediating variable in the influence of CSR and Green Marketing on Purchase Decision Keywords: Corporate Social Responsibility (CSR), Brand Image, Brand Reputation, Green Marketing on Purchase Decisions, Purchase Intention.
| Item Type: | Thesis (Undergraduate) |
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| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | MUHAMMAD ALIF JAYA FIRMANSYAH |
| Date Deposited: | 22 Jun 2026 07:39 |
| Last Modified: | 22 Jun 2026 07:41 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14314 |
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