Pengaruh kebijakan CSR terhadap brand image, word of mouth dan brand commitment melalui brand trust
Info Katalog
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Aekram Faisal
Kata Kunci : Kebijakan CSR, Brand Trust, Brand Image, Word of Mouth, Brand Commitment
Status Posting : Unpublished
Status : Lengkap
P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kebijakan csr terhadap brand Image, word of mouth dan brand commitment melalui brand trust. Sampel yang digunakan dalam penelitian ini berjumlah 240 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Kebijakan CSR berpengaruh positif terhadap Brand Trust, (2) Brand Trust berpengaruh positif terhadap Brand Image,(3) Brand Trust berpengaruh positif terhadap Word of Mouth, (4) Brand Trust berpengaruh positif terhadap BrandCommitment, (5) Brand Trust berpengaruh positif dalam memediasi pengaruh antara Kebijakan CSR terhadap Brand Image, (6) Brand Trust berpengaruh positif dalam memediasi pengaruh antara Kebijakan CSR terhadap Word of Mouth, (7) Brand Trust berpengaruh positif dalam memediasi pengaruh antara Kebijakan CSR terhadap Brand Commitment.
T This study aims to test and analyze the effect of csr policy on brand image, word of mouth and brand commitment through brand trust. The sample used in this study amounted to 240 respondents. The sampling technique used was purposive sampling. The data were analyzed using the Structural Equation Model (SEM) method. The results of this study are: (1) CSR policy has a positive effect on Brand Trust, (2) Brand Trust has a positive effect on Brand Image, (3) Brand Trust has a positive effect on Word of Mouth, (4) Brand Trust has a positive effect on Brand Commitment, (5) Brand Trust has a positive effect in mediating the influence between CSR Policy on Brand Image, (6) Brand Trust has a positive effect in mediating the influence between CSRPolicy on Word of Mouth, (7) Brand Trust has a positive effect in mediating the influence between CSR Policy on Brand Commitment.
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