The impact of corporate social responsibility program “cuci tangan pakai sabun” on brand image, brand attitude and brand loyalty of Lifebuoy Consumers in Surabaya

Christie, Ruth Natasha (2018) The impact of corporate social responsibility program “cuci tangan pakai sabun” on brand image, brand attitude and brand loyalty of Lifebuoy Consumers in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

This research aims to examine the impact of Corporate Social Responsibility Program “Cuci Tangan Pakai Sabun” on Brand Image, Brand Attitude, and Brand Loyalty Lifebuoy Consumers in Surabaya. This research is a causal study and used purposive sampling as the sampling technique. The total number of samples are 150 respondents who lives in Surabaya with minimum age of 17 and use Lifebuoy’s products regularly. The data analysis technique used in this research is Structural Equation Modeling (SEM) with LISREL 8.80 as the analysis tool. The results of this research showed that Corporate Social Responsibility has a positive and significant impact on Brand Image, Corporate Social Responsibility has a positive and significant impact on Brand Loyalty, Brand Image has a positive and significant impact on Brand Attitude, and Brand Attitude has a positive and significant impact on Brand Loyalty but Brand Image has a negative and insignificant impact on Brand Loyalty. Suggestions for further research such as using social media platform as a place to share progress about the program are more likely to attract the attention of many people from various generations and create an activity that people can engage with such as a social event about health and hygiene.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Corporate social responsibility, brand image, brand attitude, brand loyalty
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Ruth Natasha Christie
Date Deposited: 24 Aug 2018 11:11
Last Modified: 24 Aug 2018 11:11
URI: http://repository.wima.ac.id/id/eprint/16071

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