Kemurnian Aktivitas Tanggung Jawab Sosial: Kunci Penggerak Customer Attachment

Abstract

tanggung jawab sosial dapat menjadi key factor effect pada emosi konsumen dalam meningkatkan customer Attachment . Kemurnian atau Authenticity dalam riset menekankan ketulusan pada tanggung jawab sosial perusahaan (CSR). Apakah ketulusan motivasi aktivitas CSR diprediksi sebagai variable yang menentukan bagi konsumen menjadi perhatian dalam studi ini. Dari Field research yang dilakukan dengan metoda SEM PLS versi 0.3 diketahui bahwa ada hubungan signifikan antara CSR Authenticity dan Customer Attachment baik secara langsung maupun melalui mediasi Corporate Image . Konstruk CSR Authenticity dapat menjadi konstruk pemicu untuk mempengaruhi Customer Attachment , dalam melakukan akivitas social perusahaan Kata Kunci : CSR-Authenticity, customer attachment, corporate image ABSTRACT The purpose of the study is to determine whether the sincerity of social responsibility activities can be a key factor effect on consumer emotions in increasing customer attachment. Purity or Authenticity in research emphasizes sincerity in corporate social responsibility (CSR). Whether the sincerity of motivational CSR activities is predicted as a defining variable for consumers is a concern in this study. From the field research conducted by SEM PLS version 0.3 it is known that there is a significant relationship between CSRAuthenticity and Customer Attachment both directly and through Corporate Image mediation. The CSRAuthenticity construct can be a trigger construct to influence Customer Attachment, in carrying out corporate social activities.