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Anteseden Dan Konsekuensi Trust


Oleh : luthfi Radifan

Info Katalog

Nomor Panggil : 2017_TA_MJ_022121190

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Corporate social responsibility;Marketing management

Kata Kunci : corporate social responsibility, trust, corpotare reputation, brand equity


File Repositori
No. Nama File Ukuran Status
1. 2107_TA_MJ_022121190_Halaman-Judul.pdf 882.56 (KB)
2. 2107_TA_MJ_022121190_Bab-1.pdf 636.37 (KB)
3. 2107_TA_MJ_022121190_Bab-2.pdf 897.1 (KB)
4. 2107_TA_MJ_022121190_Bab-3.pdf 1056.5 (KB)
5. 2107_TA_MJ_022121190_Bab-4.pdf 844.6 (KB)
6. 2107_TA_MJ_022121190_Bab-5.pdf 601.19 (KB)
7. 2107_TA_MJ_022121190_Daftar-Pustaka.pdf 708.63 (KB)
8. 2107_TA_MJ_022121190_Lampiran.pdf 1338.97 (KB)

P Penelitian ini bertujuan untuk menganalisis Corporate Social Responsibility, Trust, Corpotare Reputation, dan Brand Equity yang penting untuk pengambilan keputusan manajer pemasaran. Penelitian ini bertujuan untuk menganalisis pengaruh antara CSR (Corporate Social Responsibility) terhadap corporate reputataion dan brand equity melalui trustPenelitian dilakukan dengan menggunakan bank Mandiri sebagai objek penelitian dan mengambil 154 sampel dari konsumen yang menjadi nasabah pada perbankan Mandiri.Metode yang digunakan ialah metode non-probability sampling dengan teknik Purposive Sampling dan menggunakan alat analisis Stuctural Equation Model (SEM).Hasil dari penelitian ini adalah (1) Corporate social Responsibility secara langsung berpengaruh positif terhadap Corporate Reputation. (2)Corporate social Responsibility secara langsung berpengaruh positif terhadap Brand Equity. (3) Corporate social Responsibility secara langsung berpengaruh positif terhadap Trust. (4)Trust secara langsung berpengaruh positif terhadap Corporate Reputation. (5)Trust secara langsung berpengaruh positif terhadap Brand Equity

T The Object of empirical study is to analyze the effect of Corporate Social Responsibility, Trust, Corpotare Reputation, and Brand Equity that is important for decision making in the field of marketing manager. This study aimed to analyze the influence of CSR (Corporate Social Responsibility) to corporate reputataion and brand equity through trust.This study was conducted by using Mandiri banking as an object of research and using 154 sample of customer who who become customers in the banking and forth.The method used was non-probability sampling method with purposive sampling techiques and analysis tools Structural Equation Model (SEM).The results of this empirical study are (1) Corporate Social Responsibility is positive directly have an impact toward Corporate Reputation. (2) Corporate Social Responsibility is positive directly have an impact toward Brand Equity. (3) Corporate Social Responsibility is positive directly have an impact toward Trust (4) Trust is positive directly have an impact toward Cor

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