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Kemurnian Aktivitas Tanggung Jawab Sosial: Kunci Penggerak Customer Attachment
Abstract
Tujuan studi untuk mengetahui apakah ketulusan aktivitas 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 CSRAuthenticity dan Customer Attachment baik secara langsung maupun melalui mediasi Corporate Image. Konstruk CSRAuthenticity dapat menjadi konstruk pemicu untuk mempengaruhi Customer Attachment, dalam melakukan akivitas social perusahaan
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DOI: https://doi.org/10.32528/jmbi.v6i1.2817
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