Pengaruh kebijakan csr terhadap brand image, word of mouth dan brand commitment melalui brand trust

DETAIL KOLEKSI

Pengaruh kebijakan csr terhadap brand image, word of mouth dan brand commitment melalui brand trust

4.0

Oleh : Lisa Putri Hanindita

Info Katalog

Nomor Panggil : 022001902046

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Aekram Faisal

Subyek : Marketing -- Management;Product management

Kata Kunci : csr policy, brand trust, brand Image, word of mouth, brand commitment

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001902046_Halaman-judul.pdf	12
2.	2023_TA_SMJ_022001902046_Lembar-Pengesahan.pdf	2
3.	2023_TA_SMJ_022001902046_Bab-1-Pendahuluan.pdf	7
4.	2023_TA_SMJ_022001902046_Bab-2-Tinjauan-Pustaka.pdf	9
5.	2023_TA_SMJ_022001902046_Bab-3-Metode-Penelitian.pdf	17
6.	2023_TA_SMJ_022001902046_Bab-4-Analisa-dan-Pembahasan.pdf	14
7.	2023_TA_SMJ_022001902046_Bab-5-Simpulan.pdf	4
8.	2023_TA_SMJ_022001902046_Daftar-Pustaka.pdf	7
9.	2023_TA_SMJ_022001902046_Lampiran.pdf	12

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh kebijakan csr terhadap brand Image, word of mouth dan brand commitment melalui brand trust. Sampel yangdigunakan 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 Brand Commitment, (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 his 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 CSR Policy on Word of Mouth, (7) Brand Trust has a positive effect in mediating the influence between CSR Policy on Brand Commitment