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Pengaruh persepsi corporate social responsibility terhadap kepercayaan konsumen (studi kasus : PT Unilever Indonesia)
This research aims at analyzing the impact of consumers? perceptions of Corporate Social Responsibility (CSR) activities on their trust toward the company and at highlighting the underlying mechanisms and conditions of this impact. Researcher will use exploratory research in advance to get insight and understanding about the research problem, and then the result from exploratory research will be used as input for conclusive (descriptive) research. This research is based on a questionnaire survey administered to a sample of 220 consumers of PT Unilever Indonesia. Results suggest that consumers? perceptions of CSR activities have a positive influence on their trust toward the company, directly and indirectly through the influence on perceived quality of the products offered and consumer satisfaction.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 7080 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Progran Studi Departemen Ilmu Manajemen Fakultas Ekonomi Universitas Indonesia 2010 |
|---|---|
| Edisi | - |
| Subjek | Consumer satisfaction Corporate social responsibility Perceived quality Consumer trust CSR |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xv, 120 p., 7 p. : il. ; 30 cm & lamp |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |