The Effect of Corporate Social Responsibility on Consumer Purchase Decisions with Corporate Image and Brand Image as Intervening

Cici Amalyah Anik Suhartini (Majoring in Sharia Economics, Faculty of Islamic Economics and Business, IAIN Salatiga, Salatiga, Indonesia)
Imanda Firmantyas Putri Pertiwi (Departement of Sharia Accounting, Faculty of Islamic Economics and Business, IAIN Salatiga, Salatiga, Indonesia)

JBMR: Journal of Business and Management Review
Vol. 2 No. 5 (2021): (Issue-May)

This study to measure the influence of social responsibility on consumer purchasing decisions to buy Rabbani products. This research uses quantitative research using multiple linear regression analysis which has 4 studies. The technique of collecting data by distributing questionnaires. Samples were taken as many as 100 respondents who were given to Rabbani customers in the City of Salatiga. The results showed that there was an influence between corporate social responsibility, corporate image and brand image on purchasing decisions. The results of path analysis show that corporate image and brand image mediate corporate social responsibility in purchasing decisions.