Analisis penerapan program corporate social responsibility pada hotel berbintang lima di Jakarta

DETAIL KOLEKSI

Analisis penerapan program corporate social responsibility pada hotel berbintang lima di Jakarta

Oleh : Jody Muhammad Padmakusuma

Info Katalog

Nomor Panggil : 2018_TA_MJ_022131102

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Ganawati

Subyek : Corporate social reputation;Marketing management

Kata Kunci : corporate social reputation, reputation, word of mouth, customer trust

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2018_TA_MJ_022131102_Halaman-Judul.pdf	18
2.	2018_TA_MJ_022131102_Bab-1.pdf
3.	2018_TA_MJ_022131102_Bab-2.pdf
4.	2018_TA_MJ_022131102_Bab-3.pdf
5.	2018_TA_MJ_022131102_Bab-4.pdf
6.	2018_TA_MJ_022131102_Bab-5.pdf
7.	2018_TA_MJ_022131102_Daftar-Pustaka.pdf
8.	2018_TA_MJ_022131102_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk meneliti pengaruh Corporate Social Responsibility, Corporate Reputation dan Word of Mouth terhadap Customer Trust. Rumusan masalah diteliti adalah apakah Corporate Social Responsibility berpengaruh positif terhadap Customer Trust, apakah Corporate Social Responsibilty berpengaruh positif terhadap Corporate Reputation, apakah Corporate Social Responsibility berpengaruh positif terhadap Word of Mouth, apakah terdapat pengaruh positif Corporate Reputation terhadap Word of Mouth, apakah terdapat pengaruh positif Corporate Reputation terhadap Customer Trust, apakah terdapat pengaruh positif Word of Mouth terhadap Customer Trust. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah dengan menggunakan metode non probability sampling, yaitu dengan teknik purposive sampling. Sampel yang digunakan dalam penelitian ini adalah konsumen yang menginap minimal satu kali dalam satu tahun terakhir. Jumlah sampel yang diambil sebanyak 219 responden. Alat analisis yang digunakan dalam penelitian ini adalah menggunakan Structural Equation Model (SEM) dengan bantuan software AMOS. Hasil analisis menunjukan bahwa Corporate Social Responsibility berpengaruh positif terhadap Customer Trust, Corporate Social Responsibility berpengaruh positif terhadap Corporate Reputation, Corporate Social Responsibility berpengaruh positif terhadap Word of Mouth, Corporate Reputation berpengaruh positif terhadap Word of Mouth, Corporate Reputation berpengaruh positif terhadap Customer Trust, Word of Mouth berpengaruh positif terhadap Customer Trust.

T his research aims to examine the influence of Corporate Social Responsibility, Corporate Reputation and Word of Mouth against Customer Trust. The outline of the issue examined is whether influential positive Corporate Social Responsibility towards the Customer Trust, what is Corporate Social Responsibilty positive effect against Corporate Reputation, whether Corporate Social Responsibility a positive effect towards Word of Mouth, if there is a positive influence Corporate Reputation against the Word of Mouth, if there is a positive influence Corporate Reputation against Customer Trust, whether there is a positive Word of Mouth influence against Customer Trust. Sampling method used in this research is to use methods of non probability sampling, purposive sampling technique that is with. The sample used in this study was consumers who stay at least one time in the past year. The number of samples taken as many as 219 respondent. Analytical tools used in this research is to use Structural Equation Models (SEM) with the help of software AMOS. The results of the analysis show that influential positive Corporate Social Responsibility towards the Customer Trust, influential positive Corporate Social Responsibility towards Corporate Reputation, Corporate Social Responsibility the positive effect against the Word of Mouth, Corporate Reputation positively influential towards Word of Mouth, positive Corporate Reputation effect against Customer Trust, Word of Mouth positive effect against Customer Trust.