CORPORATE SOCIAL RESPONSIBILITY, PURCHASE INTENTION DAN CORPORATE IMAGE PADA RESTORAN DI SURABAYA DARI PERSPEKTIF PELANGGAN
Abstract: This research is
done to find out the implementation of Corporate Social Responsibility (CSR)
towards purchase intention in some restaurants in Surabaya by using corporate
image as an intervening variable. There are 105 respondents who become the
customers of some restaurants implementing CSR. CSR is viewed from triple bottom line dimensions, which are
economic dimension, social dimension, and environmental dimension. The research
shows that Corporate Social Responsibility (CSR) has direct influence on
purchase intention as well as corporate impage; whereas corporate image has influenced
directly on purchase intention. In this case corporate image serves as an intervening
variable between Corporate Social Responsibility and purchase intention.
Keywords: Corporate Social Responsibility (CSR),
purchase intention, corporate image, restaurant
Penulis: Hatane Semuel, Elianto
Wijaya
Kode Jurnal: jpmanajemendd080012
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