The Influence of firms in developing country Corporate Social responsibility on The developed countries Customer Purchase Intention and firm’s Brand Reputation:

Muhammad Rifaldi Dharmawan, Prof. Dr. Tilo Halaszovich

2023 | Skripsi | MANAJEMEN

Karena kejadian alam tak terduga yang mempunyai dampak sangat negatif terhadap masyarakat kita selama bertahun-tahun, banyak orang kini menunjukkan standar perhatian yang lebih besar terhadap lingkungan. Akibatnya, penerapan keberlanjutan dalam operasi bisnis seperti CSR menjadi semakin penting. Penelitian ini menguji hubungan antara pengaruh CSR yang dilakukan oleh perusahaan di negara berkembang terhadap niat beli pelanggan di negara maju, khususnya di Eropa, yang juga dimediasi oleh reputasi merek perusahaan. Melalui jajak pendapat online, penelitian ini menggunakan metodologi kuantitatif untuk mengumpulkan informasi dari partisipan yang tinggal di Belanda. Responden yang berjumlah 172 orang dianalisis dengan software SPSS. Hasil penelitian ini menunjukkan bahwa CSR di negara berkembang tidak berpengaruh langsung terhadap niat beli pelanggan, namun berpengaruh tidak langsung terhadap niat beli pelanggan Eropa melalui reputasi merek perusahaan. Temuan ini menambah pengetahuan akademis khususnya pada kajian CSR, niat beli pelanggan, dan variabel mediasi reputasi merek karena banyak literatur sebelumnya yang terkonsentrasi pada kajian reputasi perusahaan namun tidak pada reputasi merek. Selain itu, hasil penelitian ini dapat menawarkan wawasan baru bagi para manajer, khususnya manajer hubungan masyarakat, tentang bagaimana mereka dapat merencanakan dan melakukan aktivitas eksternal perusahaan yang efektif seperti CSR untuk menjaga reputasi merek perusahaan dan menarik orang untuk membeli produk perusahaan.

Because of the unexpected natural events which had a tremendously negative impact on our society over the years, many people are now showing a greater standard of attention to the environment. Consequently, sustainability implementation within business operations such as CSR has become increasingly crucial. This research examines the relationship between the influence of CSR conducted by firms in developing countries on customer purchase intention in developed countries, especially in Europe, which is also being mediated by the firm's brand reputation. Through an online poll, the study uses a quantitative methodology to gather information from participants residing in the Netherlands. The 172 respondents are being analyzed with SPSS software. The result of this research indicates that CSR in developing countries does not have a direct effect on customer purchase intention, but it has an indirect effect on European customer purchase intention through the firm's brand reputation. These findings add to academic knowledge, particularly in the study of CSR, customer purchase intention, and mediating variable of brand reputation because much previous literature concentrated on the study of corporate reputation but not brand reputation. Furthermore, the outcomes of this research may offer new insight to managers, particularly public relations managers, on how they can plan and conduct effective external firm activities like CSR in order to preserve the firm's brand reputation and attract people to purchase the company's products.

Kata Kunci : Corporate social responsibility (CSR), Customer Purchase Intention, Brand Reputation