Anteseden dan konsekuensi affective identification dan satisfaction pada restoran cepat saji
Info Katalog
File Repositori
Nomor Panggil : 022001708018
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Robert Kristaung
Subyek : Marketing - Fast food
Kata Kunci : affective identification, millennials consumers, purchase intention, quick service restaurant
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2019_TA_022001708018_Halaman-Judul.pdf | ||
| 2. | 2019_TA_022001708018_Bab-1.pdf | ||
| 3. | 2019_TA_022001708018_Bab-2.pdf |
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| 4. | 2019_TA_022001708018_Bab-3.pdf |
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| 5. | 2019_TA_022001708018_Bab-4.pdf |
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| 6. | 2019_TA_022001708018_Bab-5.pdf |
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| 7. | 2019_TA_022001708018_Daftar-Pustaka.pdf | ||
| 8. | 2019_TA_022001708018_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji peranan Corporate Social Responsibility (CSR) dalam memengaruhi purchase intention melalui affective identification dan satisfaction konsumen milenial pada restoran cepat saji di Jabodetabek. Metode penelitian yang digunakan adalah pengujian hipotesis. Teknik pengumpulan sampel dan data menggunakan non probability sampling serta purposive sampling yang diperoleh dari penyebaran kuesioner, diolah menggunakan metode Structure Equation Model (SEM). Hasil penelitian menunjukkan affective identification berpengaruh positif terhadap satisfaction dan purchase intention, satisfaction berpengaruh positif terhadap purchase intention, CSR berpengaruh positif terhadap affective identification dan satisfaction serta tidak adanya pengaruh positif CSR terhadap purchase intention secara langsung. Berdasarkan hasil pengujian dapat disimpulkan bahwa kegiatan CSR berpengaruh secara tidak langsung terhadap purchase intention melalui affective identification dan satisfaction. Perusahaan harus merancang kegiatan CSR yang berfokus pada affective identification dan satisfaction agar dapat mencapai tujuan kegiatan CSR serta keunggulan kompetitif di pasar.
T The purpose of this research is to examine the role of Corporate Social Responsibility (CSR) in influencing millennial consumers purchase intention through affective identification and satisfaction on Quick Service Restaurants in Jabodetabek. The method of this paper using hypothesis testing. Sample and data are technically collected by non probability sampling and purposive sampling which collected through questionnaire, and examined through Structural Equation Modelling (SEM). Result shows that affective identification positively influencing satisfaction and purchase intention, satisfaction positively influencing purchase intention, CSR positively influencing affective identification and satisfaction, and CSR are negatively influencing purchase intention directly. Based on the hypothesis testing result the conclusion is CSR activities indirectly influencing purchase intention through affective identification and satisfaction. The company should design the CSR activities which focused on affective identification and satisfaction to reach the purpose of CSR and the competitive advantage in the market.
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