The 1st Workshop on Multimedia Education, Learning, Assessment and its Implementation in Game and Gamification in conjunction with COMDEV 2018, Medan Indonesia, 26th January 2019, WOMELA-GG

Research Article

The Role of Corporate Social Responsibility Towards Purchase Intention: The Mediating Effect of Brand Image and Corporate Reputation

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  • @INPROCEEDINGS{10.4108/eai.26-1-2019.2283201,
        author={T M K Abdullah and P  Budiman},
        title={The Role of Corporate Social Responsibility Towards Purchase Intention: The Mediating Effect of Brand Image and Corporate Reputation},
        proceedings={The 1st Workshop on Multimedia Education, Learning, Assessment and its Implementation in Game and Gamification in conjunction with COMDEV 2018, Medan Indonesia, 26th January 2019, WOMELA-GG},
        publisher={EAI},
        proceedings_a={WOMELA-GG},
        year={2019},
        month={4},
        keywords={brand image corporate social responsibility purchase intention},
        doi={10.4108/eai.26-1-2019.2283201}
    }
    
  • T M K Abdullah
    P Budiman
    Year: 2019
    The Role of Corporate Social Responsibility Towards Purchase Intention: The Mediating Effect of Brand Image and Corporate Reputation
    WOMELA-GG
    EAI
    DOI: 10.4108/eai.26-1-2019.2283201
T M K Abdullah1,*, P Budiman2
  • 1: Executive in Strategic Management Program, Management Department, BINUS Business School Master Program, Bina Nusantara University, Jakarta, Indonesia
  • 2: Account Manager, Kantar Millward Brown, Jakarta, Indonesia
*Contact email: tabdullah@binus.edu

Abstract

The body of knowledge on Corporate Social Responsibility has grown tremendously over the past few decades. However, there are still gaps in the literature regarding CSR and its role in enhancing corporate strategy. This article aims at filling some of those gaps on whether CSR do enhance Brand Image and Corporate Reputation and influence Purchase Intention. List of questionnaires were distributed across Jabodetabek area with total respondents of 440. This study only considered respondents with knowledge on CSR activities performed by selected companies, and with that consideration 267 respondents were screen out from this research. Covariance Based SEM was performed as the statistical analysis since no significant deviation from normality was found on the data. This study found that CSR significantly influence Brand Image, Corporate Reputation and Purchase Intention. While the factor of Brand Image and Corporate Reputation significantly mediated the relationship between CSR and Purchase Intention