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Pengaruh Tanggung Jawab Sosial (Csr) Terhadap Niat Beli Melalui Citra Merek Sebagai Variabel Mediasi Pada Produk Telkom Di Surabaya

Al Choiri, Mochammad Abdul Muid (2019) Pengaruh Tanggung Jawab Sosial (Csr) Terhadap Niat Beli Melalui Citra Merek Sebagai Variabel Mediasi Pada Produk Telkom Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The aim of this research are to find more information and empirical evidence about the influence of corporate social responsibility and brand images to purchase intention and the influence of brand images in mediating the relationship between corporate social responsibility (CSR) to purchase intention. This research uses 110 Surabaya people who are at least 20 years old who have never used Telkom products and and intend to buy Telkom products, have knowledge about corporate social responsibility programs implemented by Telkom. This is a quantitative research, which data will be analyzed by using Partial Least Squares Structural Equation Modelling (PLS-SEM). The result of this research shows that corporate social responsibility (CSR) have no significant effect on purchase intention, corporate social responsibility (CSR) have significant effect on brand images, brand images have significant effect on purchase intention brand images can’t mediate the relationship between corporate social responsibility (CSR) on purchase intention. Keywords : purchase intention, corporate social responsibility (CSR) and brand images.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 21 Oct 2019 05:14
Last Modified: 21 Oct 2019 05:14
URI: http://eprints.perbanas.ac.id/id/eprint/5135

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