PENGARUH⠀CORPORATE⠀SOCIAL⠀RESPONSIBILITY (CSR) ⠀TERHADAP CITRA MEREK DAN DAMPAKNYA⠀PADA MINAT BELI PRODUK NIVEA (Survey terhadap Pengunjung Merbabu⠀Family Park di Jalan Merbabu, Malang yang Beminat untuk⠀Membeli Produk Nivea) - Adin Martdhanna; Achmad Fauzi DH; Sunarti Sunarti (Jurnal Administrasi Bisnis, 2018)
This⠀research aims to (1) describe the influence of⠀Corporate Social Responsibility (CSR) to Brand Image, (2) the effect of Corporate Social Responsibility⠀ (CSR) to Purchase Intention, (3) the influence of Brand Image on Purchase Intention. This research⠀use explanatory research with quantitative approach. The variables in this research are Corporate Social⠀Responsibility (CSR), Brand Image, and Purchase Intention. The research population is Visitor of⠀Merbabu Family Park in Merbabu Street, Malang. The sample used in this research were 96 people as⠀respondents drawn using non probability sampling with purposive sampling and data collection methods⠀using questionnaires. Analysis of the data that used are descriptive analysis and path analysis with the⠀help of SPSS 20. The results of path analysis showed that the Corporate Social Responsibility⠀ (X) have a significant effect on Purchase Intention (Y) with p-value 0,047 (<0,050) and Brand Image (Z) ⠀with p-value 0,000 (<0,050), Brand Image (Z) have a significant effect on Purchase Intention (Y) with⠀p-value 0,000 (<0,050). Keywords : Corporate Social Responsibility, Brand Image, Purchase Intention. ABSTRAK Penelitian ini bertujuan untuk (1) ⠀menjelaskan pengaruh Corporate Social Responsibility (CSR) terhadap Citra Merek, (2) pengaruh⠀Corporate Social Responsibility (CSR) terhadap Minat Beli, (3) Citra Merek terhadap Minat Beli. Jenis⠀penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Variabel dalam⠀penelitian ini meliputi Corporate Social Responsibiliy (CSR), Citra Merek, dan Minat Beli. Populasi penelitian⠀ini adalah pengunjung Merbabu Familiy Park di Jalan Merbabu, Malang. Sampel yang digunakan dalam⠀penelitian ini sebanyak 96 orang responden yang diambil menggunakan non probability sampling dengan⠀purposive sampling dan metode pengumpulan data menggunakan kuesioner. Analisis data yang digunakan⠀adalah analisis deskriptif dan analisis jalur (path analisis) dengan bantuan software SPSS 20. Hasil⠀analisis jalur (path analysis) menunjukkan bahwa Corporate Social Responsibility (CSR) (X) berpengaruh⠀signifikan terhadap Minat Beli (Y) dengan p-value sebesar 0,047(<0,050) dan Citra Merek (Y) dengan p-valu⠀0,000 (<0,050), Citra Merek (Z) berpengaruh signifikan terhadap Minat Beli (Y) dengan⠀p-value 0,000 (<0,050). Kata Kunci : Corporate Social Responsibility (CSR), Citra Merek, Minat Beli