The Effect of Corporate Social Responsibility on Consumer Purchase Decisions with Corporate Image and Brand Image as Intervening

Abstract


 
 
 
 This study to measure the influence of social responsibility on consumer purchasing decisions to buy Rabbani products. This research uses quantitative research using multiple linear regression analysis which has 4 studies. The technique of collecting data by distributing questionnaires. Samples were taken as many as 100 respondents who were given to Rabbani customers in the City of Salatiga. The results showed that there was an influence between corporate social responsibility, corporate image and brand image on purchasing decisions. The results of path analysis show that corporate image and brand image mediate corporate social responsibility in purchasing decisions.
 
 
 

Effect of Green Marketing and Corporate Social Responsibility on Purchase Decisions Mediated by Brand Image (Study on Consumers of Avoskin Skincare Products in Denpasar City)

“…The results of this study are in contrast to several research results including Desanto et al (2018) stated that CSR has a positive and significant effect on purchase decision for AMDK Aqua products in Manado. These results are supported by the results of research conducted by Amalyah and Pertiwi (2021) stating that CSR has a positive and significant influence on purchase decisions. Research by Sugi A and Khuzaini (2017) also strengthens the findings of research results which state that CSR has a positive and significant effect on the decision to purchase Cleo's drinking water in Surabaya.…”

“…In addition to implementing a green marketing strategy, business actors must have a responsibility to continue to pay attention to the environment, especially to stakeholders who are expected to be able to have a positive impact so that they can help reduce existing environmental problems. According to Amalyah and Pertiwi (2021) the actions or concepts taken by companies as social and environmental responsibility are called Corporate Social Responsibility (CSR). Liu et al (2018) stated that CSR influences consumers' willingness to buy a product.…”

“…Companies that apply green marketing strategies in producing and offering their products get a positive brand image (Rayon & Widagda, 2021). Amalyah and Pertiwi (2021) state that organizations that have social responsibility have a positive impact on brand image. Brand image can be a reference for consumers to determine purchase decision.…”

Buy green only: Interplay between green marketing, corporate social responsibility and green purchase intention; the mediating role of green brand image

“…Keller defines Brand Image (BI) as "brand recognition connected with brand connections established in customer's memory." The concept of a good service that customers use, enjoy and recall almost is referred to as brand image (Suhartini & Pertiwi, 2021). Businesses use a variety of techniques to develop a brand image, such as packaging or labeling, brand name, logo, color, promotion, and marketing strategies (Keller et al, 2011).…”

Sustainable Development Goals (SDGs) as a Framework for Corporate Social Responsibility (CSR)

“…Research That Supports the Outcome Financial Performance and Profitability [79,[86][87][88][89][90] Image and Identification [91][92][93][94][95][96][97] Reputation, Credibility and Recognition [49,52,88,98] Brand [52,91,94,95,97,[99][100][101][102][103] Social and Public Trust [80,94,[104][105][106] Customer Satisfaction [107][108][109][110][111][112][113][114] Customer Loyalty [96,102,103,109,[113][114][115][116][117][118]…”