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INDONESIA
JURNAL BISNIS STRATEGI
Published by Universitas Diponegoro
ISSN : 14101246     EISSN : 25801171     DOI : -
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Jurnal Bisnis Strategi ( P-ISSN : 1410-1246, E-ISSN : 2580-1171 ) is an open access and peer-reviewed published by Department of Magister Management, Faculty of Economics and Business, Universitas Diponegoro, Indonesia. This journal published twice a year (juli and desember). The scope of journal is Business Strategy, Strategic Management, Financial Management, Organization, Human Resource Management, Organizational Behavior, Marketing, Marketing Strategy.
Arjuna Subject : -
Articles 381 Documents
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The Influence of Brand Orientation to Donation Intention with Attitude toward Charity as Mediator Ramayanti, Ramayanti
JURNAL BISNIS STRATEGI Vol 34, No 1 (2025): July
Publisher : Magister Manajemen, Fakultas Ekonomika dan Bisnis Undip

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jbs.34.1.39-51

Abstract

This study aims to investigate the impact of brand orientation's dimensions (orchestration, interaction, and affect) on attitudes towards charity and donation intentions. Additionally, it explores whether attitudes towards charity mediate the relationship between orchestration, interaction, affect, and donation intentions. The sample consists of Indonesian residents who have interacted with and/or donated to non-profit organizations in Indonesia. Purposive sampling was used, resulting in a sample size of 282 participants. The data analysis method employed is Structural Equation Modeling (SEM) with Partial Least Squares (PLS) measurements. The research achieved a confidence level of 95%. Findings indicate that the Orchestration dimension has no direct or indirect influence on donation intentions through attitudes towards charity. However, both the Interaction and Affect dimensions directly and indirectly influence donation intentions, with attitudes towards charity serving as a mediator. The mediation effect obtained is weak so that the mediation that occurs is partial mediation.

Page 39 of 39 | Total Record : 381

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