DETAIL KOLEKSI

Pengaruh corporate image terhadap behavioral intention


Oleh : Silvia Santi

Info Katalog

Nomor Panggil : 0220018010498

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Moch Sabur

Subyek : Professional ethics;Marketing management

Kata Kunci : economic responsibilities, ethical responsibilities, legal responsibilities, discretionary responsib


File Repositori
No. Nama File Ukuran (KB) Status
1. 2022_TA_SMJ_0220018010498_Halaman-Judul.pdf 803.6
2. 2022_TA_SMJ_0220018010498_Lembar-Pengesahan.pdf 656.22
3. 2022_TA_SMJ_0220018010498_Bab-1-Pendahuluan.pdf 643.51
4. 2022_TA_SMJ_0220018010498_Bab-2-Tinjauan-Pustaka.pdf 662.69
5. 2022_TA_SMJ_0220018010498_Bab-3-Metode-Penelitian.pdf 1001.27
6. 2022_TA_SMJ_0220018010498_Bab-4-Analisis-dan-Pembahasan.pdf 669.3
7. 2022_TA_SMJ_0220018010498_Bab-5-Kesimpulan.pdf 621.1
8. 2022_TA_SMJ_0220018010498_Daftar-Pustaka.pdf 732.06
9. 2022_TA_SMJ_0220018010498_Lampiran.pdf 1251.62

P Penelitian ini bertujuan untuk mencari tahu, menguji dan menganalisis pengaruh corporate image terhadap behavioral intention. Sampel yang digunakan sebanyak 174 responden, dengan kriteria responden yang pernah membeli produk McDonald’s selama 3 bulan terakhir. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dan metode analisa yang digunakan yaitu SEM. Variabel independen dalam penelitian ini adalah economic responsibilities, ethical responsibilities, legal responsibilities, discretionary responsibilities, untuk variabel dependen adalah corporate image dan behavioral intention. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif economic responsibilities terhadap corporate image, tidak terdapat pengaruh positif ethical responsibilities terhadap corporate image, terdapat pengaruh positif legal responsibilities terhadap corporate image, terdapat pengaruh positif discretionary responsibilities terhadap corporate image dan terdapat pengaruh positif corporate image terhadap behavioral intention. Peneltian selanjutnya disarankan untuk meneliti restoran McDonald’s yang berada di seluruh Indonesia atau restoran Fast Food lainnya dan penelitian selanjutnya disarankan untuk dapat menambahkan variabel lain seperti variabel moderasi corporate reputation karena dianggap dapat memoderasi pengaruh antara ethical responsibilities terhadap corporate image.

T This study aims to determine, test and analyze the effect of corporate image on behavioral intentions. The sample used was 174 respondents, with the criteria of respondents who had bought McDonald's products for the last 3 months. The sampling technique used is purposive sampling and the analytical method used is SEM. The independent variables in this study are economic responsibility, ethical responsibility, legal responsibility, discretionary responsibility, for the dependent variable is corporate image and behavioral intention. The results show that there is a positive influence of economic responsibility on the corporate image, there is no positive influence of ethical responsibility on the corporate image, there is a positive influence of legal responsibility on the corporate image, there is a positive influence of discretionary responsibility on the corporate image and there is a positive effect of corporate image on behavioral intentions. Further research is suggested to examine McDonald's restaurants located throughout Indonesia or other Fast Food restaurants and further research is suggested to be able to add other variables such as moderating variables of corporate reputation because it is considered to be able to moderate the influence of ethical responsibility on corporate image.

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