Pengaruh corporate social responsibility dan business ethic terhadap brand fidelity melalui brand love dan brand attitude
Info Katalog
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Iwan Ekawanto
Kata Kunci : corporate responsibility, brand love, business ethics, brand attitude, and brand loyalty.
Saat ini file hanya dapat diakses dari perpustakaan.
Status : Lengkap
P enelitian ini bertujuan untuk menguji serta menganalisis pengaruh corporate social responsibility,brand love, business ethic, brand attitude, , brand fidelity dengan empat dimensi diantaranya accommodation performance, accommodation price, cognitive interdependence, dan derrogation of alternatives, pada pengguna atau pelanggan di situs pencarian kerja online. Sampel yang digunakan dalam penelitian ini berjumlah 247 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Modeling (SEM) PLS dengan bantuan software SmartPLS versi 3. Hasil dari penelitian ini adalah: (1) Terdapat pengaruh positif corporate social responsibility terhadap brand love, (2) Terdapat pengaruh positif business ethic terhadap brand love, (3) Terdapat pengaruh positif corporate social responsibility terhadap brand attitude, (4) Terdapat pengaruh positif business ethic terhadap brand attitude, (5) Terdapat pengaruh positif brand attitude terhadap brand love, (6) Terdapat pengaruh positif brand love terhadap brand fidelity.
T his research aims to examine and analyze the influence of corporate social responsibility, brand love, business ethics, brand attitude, brand loyalty with four dimensions including accommodation performance, accommodation price, cognitive interdependence, and alternative derogation, on users or customers on job search sites on line. The sample used in this research was 247 respondents. The sampling technique used was purposive sampling. Data were analyzed using the Structural Equation Modeling (SEM) PLS method with the help of SmartPLS version 3 software. The results of this research are: (1) There is a positive influence of corporate social responsibility on brand love, (2) There is a positive influence of business ethics on brand love, (3) There is a positive influence of corporate social responsibility on brand attitude, (4) There is a positive influence of business ethics on brand attitude, (5) There is a positive influence of brand attitude on brand love, (6) There is a positive influence of brand love on loyalty brand.
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