ANALISA PENGARUH CORPORATE SOCIAL RESPONSIBILITY TERHADAP BRAND IMAGE JW MARRIOTT SURABAYA

Yuni Thressia Kurniawan, Adriana Aprilia

Abstract


Penelitian ini dilakukan untuk mengetahui apakah ketiga dimensi corporate social responsibility (CSR) memiliki pengaruh terhadap functional dan affective brand image JW Marriott Surabaya.

Metode pengumpulan data yang digunakan adalah dengan kuesioner online. 132 kuesioner online telah disebarkan dan kemudian diolah menggunakan teknik analisa data PLS-SEM (Partial Least Square-Structural Equation Modeling). Hasil penelitian menunjukkan bahwa dimensi ekonomi dari CSR memiliki pengaruh positif dan signifikan terhadap functional brand image, sedangkan dimensi sosial dan lingkungan memiliki pengaruh positif dan signifikan terhadap affective brand image.

 

This study was conducted to determine whether or not the three dimensions of CSR affect functional and affective brand image of JW Marriott Surabaya.

The data for this study was collected by using online questionnaires. 132 online questionnaires were distributed and then analyzed  by using PLS-SEM (Partial Least Square-Structural Equation Modeling). The data processing result showed that economics dimensions of CSR have positive and significant impact to functional brand image, while social and environment dimensions of CSR have positive and significant impact to affective brand image.


Keywords


Corporate Social Responsibility, brand image, affective brand image, functional brand image, JW Marriott Surabaya, dan PLS-SEM (Partial Least Square-Structural Equation Modeling.

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