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The Correlation Between Corporate Social Responsibility and Behavioral Intention in Jakarta
This study aims to examine the correlation between corporate social responsibility and customers’ behavioral intention (as a whole) as well as specific behavioral intentions, namely: purchase intention, word-of-mouth, willingness-to-pay and loyalty intention. Qualitative research was conducted upon 168 respondents to find out how strong the correlation between CSR and consumers’ BI. Within this research, the significance of the correlation between the variables were investigated. Spearman correlation coefficient shows a moderately strong positive and significant correlation between CSR and BI as a whole (r = 0.477). Individually, purchase intention has the highest correlation value (r = 0.455) followed by word-of-mouth (r = 0.358) where willingness-to-pay and loyalty intention has a relatively low correlation value (r = 0.251, r = 0.299). The positive correlation between CSR and BI indicates that when CSR activities are increase, the consumers’ BI will increase as well. The results of the data also indicate that majority of the cosmetic consumers in Jakarta supports CSR activities. One of the CSR dimension that is highly supported by Jakarta’s cosmetic consumers is ethical responsibilities. It is expected that with the increase of CSR activities, consumers’ BI upon cosmetic companies especially upon purchase intention will also increase.
Caroline, Janica - Personal Name
Batch 3
NONE
Text
English
Podomoro University
2020
Jakarta
75p
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