PENGARUH DIMENSI CORPORATE SOCIAL RESPONSIBILITY (CSR)
TERHADAP DIMENSI BRAND IMAGE DI PT. PLN (PERSERO) AREA MOJOKERTO
Total View This Week12
Total View This Week12
Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
HARIMURTI, ROSA
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-08-31 07:39:45
Abstract :
Corporate Social Responsibility (CSR) is one of strategic marketing concept s on social causes . The purpose of this study is to explain the influence of CSR’s dimension on dimension of brand image in PLN Company in Indonesia. This study focuses on legal and ethical res ponsibilities that can enhance the positive functional and symbolic image. Sample of this study are 110 consumers that was chosen used on random sampling techniques in Mojokerto and d ata collected by questionnaires . The anlysis tool used is Partial Least S quare s (PLS). The empirical results indicate that corporate legal r esponsibility has significantly effect on functional image but legal responsibility does not significantly effect on symbolic image . Next, ethical responsibility has significant effe ct on both functional image and symbolic image . Legal responsibility helps enhancing the functional image than symbolic image , m eanwhile the ethical responsibility helps enhancing the symbolic image than functional image . The suggestion is that if firms should focus on one aspect of the CSR’s dimension to enhance the brand image. Key words :Corporate Social Responsibility, Legal Responsibility, Ethical Responsibility, Brand Image , Functional Image, Symbolic Image.
Corporate Social Responsibility (CSR) is one of strategic marketing concept s on social causes . The purpose of this study is to explain the influence of CSR’s dimension on dimension of brand image in PLN Company in Indonesia. This study focuses on legal and ethical res ponsibilities that can enhance the positive functional and symbolic image. Sample of this study are 110 consumers that was chosen used on random sampling techniques in Mojokerto and d ata collected by questionnaires . The anlysis tool used is Partial Least S quare s (PLS). The empirical results indicate that corporate legal r esponsibility has significantly effect on functional image but legal responsibility does not significantly effect on symbolic image . Next, ethical responsibility has significant effe ct on both functional image and symbolic image . Legal responsibility helps enhancing the functional image than symbolic image , m eanwhile the ethical responsibility helps enhancing the symbolic image than functional image . The suggestion is that if firms should focus on one aspect of the CSR’s dimension to enhance the brand image. Key words :Corporate Social Responsibility, Legal Responsibility, Ethical Responsibility, Brand Image , Functional Image, Symbolic Image.
Download
book
BibTex
Latex, Jabref
cloud_download
Original Resource
url resource Institution
