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All Journal Jurnal Ekonomi
Andrian, Uray
Unknown Affiliation
Economics, Econometrics & Finance

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The Influence Of Positive E-WOM And Perceived CSR On Purchase Intention Mediated By Brand Attitude In The Retail Industry In Indonesia Andrian, Uray; Kurniawati, Kurniawati
Jurnal Ekonomi Vol. 13 No. 03 (2024): Jurnal Ekonomi, Edition July -September 2024
Publisher : SEAN Institute

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Abstract

This research aims to analyze the influence of perceptions of corporate social responsibility (CSR) on purchasing intentions; This research also tests the mediating effect of Generation Y's attitudes towards brands and the moderating effect of their attitudes towards CSR. By using a hypothesis testing research design. Data was collected using questionnaires to 235 respondents who made purchases at minimarkets and the data was processed using the SEM method
Co-Authors Kurniawati Kurniawati