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All Journal JURNAL BISNIS STRATEGI MAHESA : Malahayati Health Student Journal JURNAL PENDIDIKAN INDONESIA: Teori, Penelitian, dan Inovasi Jurnal Cakrawala Ilmiah SCIENTIFIC JOURNAL OF NURSING RESARCH International Research Journal of Business Studies
Ramayanti, Ramayanti
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Humanities Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary Other

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Journal : JURNAL BISNIS STRATEGI

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The Influence of Brand Orientation to Donation Intention with Attitude toward Charity as Mediator Ramayanti, Ramayanti
JURNAL BISNIS STRATEGI Vol 34, No 1 (2025): July
Publisher : Master of Management, Faculty of Economics and Business, Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jbs.34.1.39-51

Abstract

This study aims to investigate the impact of brand orientation's dimensions (orchestration, interaction, and affect) on attitudes towards charity and donation intentions. Additionally, it explores whether attitudes towards charity mediate the relationship between orchestration, interaction, affect, and donation intentions. The sample consists of Indonesian residents who have interacted with and/or donated to non-profit organizations in Indonesia. Purposive sampling was used, resulting in a sample size of 282 participants. The data analysis method employed is Structural Equation Modeling (SEM) with Partial Least Squares (PLS) measurements. The research achieved a confidence level of 95%. Findings indicate that the Orchestration dimension has no direct or indirect influence on donation intentions through attitudes towards charity. However, both the Interaction and Affect dimensions directly and indirectly influence donation intentions, with attitudes towards charity serving as a mediator. The mediation effect obtained is weak so that the mediation that occurs is partial mediation.
Co-Authors Anggun Pesona Intan, Anggun Pesona APRIYANI, RAHMA Fittarsih, Niya Nurbani Nurbani, Nurbani Pepey Riawati Kurnia Putriningtias, Andika Putriningtias Rahmawati, Rahmawati Siti Komariyah Tiarnida Nababan Yulis, Rahmada Yunita, Rachmach