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Studi Atas Kesadaran Konsumen Terhadap Aktivitas Csr

Author

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  • Nurhayanto Nurhayanto
  • Drajat Armono

Abstract

Hasil penelitian ini menunjukkan bahwa variabel kesadaran konsumen atas aktivitas CSR merupakan variabel yang penting yang mempu menjelaskan bagaimana citra perusahaan terbentuk melalui evaluasi terhadap aktivitas CSR. Hasil penilitian ini bahwa kesadaran konsumen terhadap CSR secara positif akan dipengaruhi oleh evaluasi aktivitas CSR. Sehingga konsumen yang sadar terhadap CSR akan tertarik untuk membeli produk atau layanan dari perusahaan yang telah terlibat dalam aktivitas CSR. Ini adalah salah satu alasan mengapa beberapa perusahaan telah menerapkan kegiatan CSR.

Suggested Citation

  • Nurhayanto Nurhayanto & Drajat Armono, 2022. "Studi Atas Kesadaran Konsumen Terhadap Aktivitas Csr," Jurnal Aplikasi Bisnis, Universitas Islam Indonesia, vol. 19(1), pages 169-188.
    • Handle: RePEc:uii:jabisf:v:19:y:2022:i:1:p:169-188:id:24038
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