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Pengaruh Corporate Social Responsibility terhadap Brand Equity pada Bank BUMN di Indonesia: Peran Mediasi Trust dan Corporate Image
Corporate Social Responsibility (CSR) is a widespread notion in the global market. The Government of Indonesia encourages State-Owned Enterprises (BUMN) to realize the Sustainable Development Goals (SDGs) through Tanggung Jawab Sosial dan Lingkungan (TJSL) which has been approved by Ministerial Regulation PER-05/MBU/04/2021. As BUMN’s Bank, Bank Mandiri, Bank Rakyat Indonesia (BRI), Bank Negara Indonesia (BNI), and Bank Tabungan Negara (BTN) consistently show their achievements in CSR programs. The purpose of this study explores the influence of four dimensions of CSR namely Philanthropy Responsibility, Ethical Responsibility, Legal Responsibility, and Economic Responsibility on Brand Equity (BE) with the mediating role of Corporate Image (CI) and Trust (TR). The Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with a two-stage disjoint approach was used to test the hypothesis with 393 samples of millennial customers and z state-owned banks throughout Indonesia. The results of the study show that CSR does not have a significant direct effect on BE. Meanwhile, TR and CI positively and significantly mediate the effect between CSR and BE. This finding developed that successful CSR practices will improve the bank's image in the minds of customers. Customers feel that they are contributing socially by receiving services from socially responsible organizations. CSR practices create customer trust in bank financial services. Therefore, reputation and trust contribute to building BE for the company..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13414 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI., 2022 |
|---|---|
| Edisi | - |
| Subjek | Corporate social responsibility Brand equity Corporate image Trust |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiv, 149 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |