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All Journal International Journal of Health, Economics, and Social Sciences (IJHESS) JES (Jurnal Ekonomi STIEP)
Rizaldy
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Economics, Econometrics & Finance Public Health Social Sciences

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Impact of Corporate Social Responsibility (CSR) on Brand Image and Consumer Preferences: A Case Study in the Automotive Industry Nurul Septya Magisa; Ana Yuliana; Sulasti; Iswanto; Rizaldy
International Journal of Health, Economics, and Social Sciences (IJHESS) Vol. 7 No. 2: April 2025
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/ijhess.v7i2.7529

Abstract

This study aims to analyze the effect of Corporate Social Responsibility (CSR) on brand image and consumer preference in the automotive industry, with a case study of motor vehicle consumers in Pontianak City. CSR is currently not only seen as a company's moral obligation, but also as a business strategy that can shape positive perceptions and create competitive advantages. This research uses a quantitative approach with a total of 100 respondents selected through purposive sampling technique. The research instrument was arranged in the form of a Likert scale closed questionnaire and analyzed by multiple linear regression. The results show that CSR has a significant effect on brand image and consumer preference, both directly and through brand image as an intervening variable. Brand image plays a strong mediating role, suggesting that consumer perceptions of corporate social responsibility shape loyalty and purchase intentions. Consumer preference is not only built through product features or price, but also through the emotional connection and social value built by companies through CSR programs. The implication of this study suggests that automotive companies in Pontianak and other regions make CSR a strategic part of brand management and market winning efforts. Consistent, authentic, and communicative CSR implementation can increase positive perceptions of the brand and strengthen the psychological bond between companies and consumers. Thus, CSR becomes an important element in modern sustainable marketing strategies.
Inovasi Program Rehabilitasi Dan Pengembangan Kualitas Manusia Bagi Gelandangan Dan Pengemis Terpapar Narkoba: Studi Kasus Pada Dinas Sosial Kota Pontianak Ermanto, Dede Devi; Taryati Sukmawati; Rizaldy
Jurnal Ekonomi STIEP Vol. 10 No. 2 (2025): Jurnal Ekonomi STIEP (JES)
Publisher : Lembaga Penelitian Dan Pengabdian Masyarakat (LPPM) IBE Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54526/jes.v10i2.526

Abstract

Artikel ini membahas secara mendalam implementasi program inovatif rehabilitasi dan pengembangan kualitas sumber daya manusia (SDM) bagi gelandangan dan pengemis (gepeng) yang terpapar narkoba, melalui kemitraan antara Dinas Sosial Kota Pontianak dan Yayasan GERATAK Sambas. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus, melibatkan wawancara mendalam, observasi partisipatif, dan telaah dokumen sebagai teknik pengumpulan data. Empat informan utama dipilih secara purposive, mencakup unsur yayasan, pemerintah daerah, klien rehabilitasi aktif, dan klien pascarehabilitasi. Hasil temuan menunjukkan bahwa rehabilitasi gratis yang terintegrasi dengan program pemberdayaan ekonomi pasca-rehabilitasi secara signifikan berkontribusi terhadap transformasi identitas, peningkatan resiliensi, adaptabilitas, dan partisipasi sosial para klien. Pendekatan capacity-building berbasis model pemberdayaan menciptakan ekosistem pembelajaran berkelanjutan yang melibatkan alumni sebagai pendamping sukarela bagi peserta baru. Validitas data diperkuat melalui triangulasi metode, member checking, thick description, dan audit trail yang sistematis. Studi ini berkontribusi secara teoritis terhadap literatur pengembangan SDM dalam konteks rehabilitasi sosial dan secara praktis memberikan rekomendasi kebijakan berbasis komunitas untuk memperkuat keberlanjutan dan kolaborasi lintas sektor dalam menangani isu kemiskinan ekstrem dan ketergantungan narkoba.
Co-Authors Ana Yuliana Ermanto, Dede Devi iswanto Nurul Septya Magisa Sulasti Taryati Sukmawati