Research Article
The Role of Brand Image and Corporate Image in Mediating the Influence of Corporate Social Responsibility on Repurchase Intention
@INPROCEEDINGS{10.4108/eai.30-7-2025.2360647, author={Sekar Kamulyan and Ita Prihatining Wilujeng and Shafa‘ Annisa Puspasari}, title={The Role of Brand Image and Corporate Image in Mediating the Influence of Corporate Social Responsibility on Repurchase Intention}, proceedings={Proceedings of the 5th Business Innovation Sustainability and Technology International Conference, BISTIC 2025, 30th July 2025, Malang, Indonesia}, publisher={EAI}, proceedings_a={BISTIC}, year={2025}, month={12}, keywords={corporate social responsibility repurchase intention brand image corporate image}, doi={10.4108/eai.30-7-2025.2360647} }- Sekar Kamulyan
Ita Prihatining Wilujeng
Shafa‘ Annisa Puspasari
Year: 2025
The Role of Brand Image and Corporate Image in Mediating the Influence of Corporate Social Responsibility on Repurchase Intention
BISTIC
EAI
DOI: 10.4108/eai.30-7-2025.2360647
Abstract
The demand for products is increasing as a result of the increase in human population. Tight competition makes businesses have to work hard to build brand image and corporate image in order to increase repurchase intention, one of which is through Corporate Social Responsibility (CSR). The aims of this study is to determine the effect of CSR on repurchase intention through brand image and corporate image. Descriptive statistical analysis and PLS are the methods of analysis employed. The way to collect data through questionnaires with a total of 200 respondents. The analysis techniques used are PLS and descriptive statistical analysis. This study shows that CSR affects repurchase intention, brand image, and corporate image. Likewise, brand image and corporate image also affect repurchase intention. In addition, it was also found that CSR indirectly affects repurchase intention through brand image and corporate image. According to the study's findings, CSR has a direct and indirect impact on repurchase intention through corporate and brand image.
