Year: 2024
Type: article
Study design: Observational Study
Abstract: Corporate Social Responsibility (CSR) plays a significant role in marketing activities within the Fast-Moving Consumer Goods sector. The impact of customers' perception of CSR on their purchase intentions is influenced by intermediaries and specific situations. This research aims to explore methods for bottled drinking water companies to shape and influence customer behavior towards consistent support. By harnessing CSR perception, building trust, fostering commitment, and enhancing brand image, these companies can achieve this goal effectively. To achieve this objective, the researchers conducted an online survey among a sample of customers in Indonesia. The collected data was analyzed using linear regression analysis, which allowed for a thorough examination of the relationships between variables. CSR perception has a positive effect on trust, commitment, and brand image. Brand image and commitment have a positive effect on purchase intention, while trust does not.
Authors: Universitas Prasetiya Mulya, Jl. R.A. Kartini, RT.14/RW.6, Cilandak Bar., Kec. Cilandak, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12430, Indonesia, Farhan Helmi Alvidoansyah Siregar, Muhammad Anggraito, Universitas Prasetiya Mulya, Jl. R.A. Kartini, RT.14/RW.6, Cilandak Bar., Kec. Cilandak, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12430, Indonesia, Pamela Ayu Otto Libing, Universitas Prasetiya Mulya, Jl. R.A. Kartini, RT.14/RW.6, Cilandak Bar., Kec. Cilandak, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12430, Indonesia, Sarah Achsanti Silalahi, Universitas Prasetiya Mulya, Jl. R.A. Kartini, RT.14/RW.6, Cilandak Bar., Kec. Cilandak, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12430, Indonesia
Institution: Universitas Prasetiya Mulya
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409775974