Kemurnian Aktivitas Tanggung Jawab Sosial: Kunci Penggerak Customer Attachment

Sri Yunan Budiarsi, Sri Hartini

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


Keywords


CSR-Authenticity; Customer Attachment; Corporate Image

References


Alhouti, S., Chaterine M.J., & Betsy, B.H. (2016). Corporate Social Responsibility Authenticity : Investigating its Antecedents and Outcomes. Journal of Business Research. Vol. 6.Pp. 1242-1249.

Chaudary, S., Zahid, Z.,Shahid, S., Khan, S.N & Azar, S. (2016). Customer Perception of CSR Initiatives: its Antecedents and Consequences. Social Responsibility Journal. Vol. 12. Iss 2. Pp.263-279.

Chiu, K.H dan Hsu, C.L. (2010). Research on The Connections Between Corporate Social Responsibility and Corporation Image in the Risk Society : Take The Mobile Telecommunication Industry As An Example. International Journal of Electronic Business Management. Vol. 8. No. 3. Pp. 183-194

Fan, J. dan Qiu, HL. (2014). Examining the Effects of Tourist Resort Image on Place Attachment : A Case of Zhejiang, China. Public Personal Management. Vol 43. No. 3. Pp. 340-354.

Fryzel, B. dan Seppala, N. (2016). The effect of CSR Evaluations on Affective Attachment to CSR in Different Identity Orientation Firms. Business Ethics: A European Review. Vol. 25. No.3. Pp. 310-326.

Gardberg, N.A. dan Fombrun, C.J. (2006). Corporate Citizenship : Creating Intangible Assets Across Institutional Environments. Academy of Management Review. Vol. 31. No. 2. Pp. 329-346.

Hair, J.F.J., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Sructural Equation Modelling (PLS-SEM). Sage Publications, United Kingdom.

Kementrian Koperasi dan UMKM (2017), Tabel-1 Perkembangan data usaha mikro, kecil, menengah (UMKM) dan usaha besar (UB) tahun 2012-2017. www. depkop.go.id/, diakses tanggal 28 oktober 2018.

Martinez P., Perez A. dan del Bosque I.R. (2014). CSR Influence on Hotel Brand Image and Loyalty. Academia Revista Latino Americana de Administracion. Vol. 27. Iss. 2. Pp. 267-283.

Mazutis, D.D. & Slawinski.N. (2015). Reconnecting Business and Society : Perceptions of Authenticity in Corporate Responsibility. J Bus Ethics. Vol. 131. Pp. 137-150.

Park, W.C.,MacInnis, D.J., Priester, J.R., Eisingerich, A.B. dan Iacobucci, D. (2010). Brand Attachment and Brand Attitude strength : Conceptual and Empirical differentiaton of two critical brand equity drivers. Journal of Marketing, Vol. 74.No. 6. Pp. 1-17

Perez, A. dan del Bosque, I.R. (2015). An Integrative Framework to Understand How CSR Affects Customer Loyalty through Identification, Emotions and satisfaction. J Bus Ethics. Vol. 129. Pp. 571-584.

Plewa, C., Conduit, J., Quester, P.G., & Johnson, C. (2015). The Impact of Corporate Volunteering on CSR Image : A Consumer Perspective. J. Bus Ethics. Vol. 127. Pp. 643-659.

Rim, H. (2018). Skepticism toward CSR : A Cross – Cultural Perspective. Public Relations Journal, Vol. 11. Issue 4.

Rim, H. dan Kim, S. (2016). Dimensions of Corporate Social Responsibility (CSR) skepticism and their impacts on public evaluation toward CSR. Journal of Public Relations Research, Vol. 28. No. 5-6. Pp. 248 -267.

Sen, S. dan Bhattacharya, C.B. (2001). Does Doing Good Always Lead To Doing Better ? Consumer Reactions to Corporate Sosial Responsibility. Journal of Marketing Research. Vol. 38. No.2. Pp. 225-243.

So, J.T., Parsons, A.G. dan Yap, S.F. (2013). Corporate Branding, Emotional Attachment and Brand Loyalty : The Case of Luxury Fashion Branding. Journal of Fashion Marketing and Management. Vol. 17. No. 4. Pp. 403-423.




DOI: https://doi.org/10.32528/jmbi.v6i1.2817

Refbacks

  • There are currently no refbacks.


View My Stats