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All Journal Jurnal Manajemen Pemasaran
Elianto Wijaya
Alumnus Fakultas Ekonomi Universitas Kristen Petra-Surabaya dan Praktisi Bisnis
Economics, Econometrics & Finance

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CORPORATE SOCIAL RESPONSIBILITY, PURCHASE INTENTION DAN CORPORATE IMAGE PADA RESTORAN DI SURABAYA DARI PERSPEKTIF PELANGGAN Hatane Semuel; Elianto Wijaya
Jurnal Manajemen Pemasaran Vol. 3 No. 1 (2008): APRIL 2008
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (681.554 KB) | DOI: 10.9744/pemasaran.3.1.pp. 35-54

Abstract

This research is done to find out the implementation of Corporate Social Responsibility (CSR) towards purchase intention in some restaurants in Surabaya by using corporate image as an intervening variable. There are 105 respondents who become the customers of some restaurants implementing CSR. CSR is viewed from triple bottom line dimensions, which are economic dimension, social dimension, and environmental dimension. The research shows that Corporate Social Responsibility (CSR) has direct influence on purchase intention as well as corporate impage; whereas corporate image has influenced directly on purchase intention. In this case corporate image serves as an intervening variable between Corporate Social Responsibility and purchase intention.
Co-Authors Hatane Semuel