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Analisis pengaruh corporate social responsibility (CSR) positioning pada c-c indentification, loyalty dan advocacy produk-produk perusahaan danone
To sustain company?s advantages on long run needs enduring effort. Marketing tools, such as Four P?s for goods and Seven P?s for services, aren?t sufficient to make company in top on long term. It needs another effort to reach it. One of development of marketing knowledge nowadays make everyone in company to participate in marketing effort. Kotler, one of marketing guru, calls it holistic marketing. Four components of holistic marketing are internal marketing, integrated marketing, relationship marketing, and socially responsible marketing. Current trends, such as global warming, high product exposure, and company?s credibility in the eyes of consumers, make businessman or businesswoman to do his or her business ethically, comply with laws, and give impacts on society and environment welfare generally. It should been responded well by companies which want to survive on long run. Survey held by Global CSR Survey shows how important is CSR. Majority of consumers (72%) said that they have bought products from company, and recommend it to others, as respond toward its businesses which is conducted ethically. Otherwise, 61% of them have boycotted products from irresponsible company. For sure company which conducts its businesses ethically will get better return than one which don?t. Thus, many companies lies its businesses with corporate social responsibility principle. This research is a replication with modification of existing research. It reveals relation of CSR initiatives Danone did toward its long term profit, in terms of C-C Identification, Loyalty, and Advocacy. These three dimensions are CA Belief and CSR Belief results which is an intermediary of CSR Awareness. This three long term profit can be reached by companies whenever led by extent publication (or we may call it positioning) of CSR initiatives to target market society. Researcher chose Danone consumers who are also Faculty of Economics University of Indonesia?s students as representatives of whole Danone?s consumers. Researcher spread questioners to 130 respondents as tools to collect primary data which is used in next analysis. The collected data were being analysed by SPSS 16.0 software with factor analysis, General Linear Model (GLM), and also multiple linear regression to reach research objectives. Research results show the positive relationship between CSR Positioning towards C-C Identification, Loyalty, and Advocacy which most influenced by positive CSR Belief rather than CA Belief, except for Advocacy dimensions. This research also gives insight for companies which want to initiate CSR initiatives to be more concern about what CSR initiatives they want to take. It is because consumers tend to react in positive way to CSR initiatives whenever it is align with business core competence of companies. Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 6326 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Departemen Manajemen, Fakultas Ekonomi Universitas Indonesia 2009 |
|---|---|
| Edisi | - |
| Subjek | Marketing Marketing management Consumer research Corporate social responbility |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xviii, 145 p. : diagr. , il. ; 30 cm. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |