Open AccessEfek Mediasi Kesadaran Merek pada Pengaruh Tanggung Jawab Sosial Perusahaan Terhadap Minat Nasabah Menggunakan Produk Bank Central Asia (BCA) di Jakarta
Author(s) -
Anthaony Ryann Welington
Publication year - 2019
Publication title -
jurnal manajemen bisnis dan kewirausahaan
Language(s) - English
Resource type - Journals
ISSN - 2598-0289
DOI - 10.24912/jmbk.v3i6.6102
Subject(s) - corporate social responsibility , nonprobability sampling , mediation , business , business administration , psychology , affect (linguistics) , research method , advertising , public relations , sociology , political science , environmental health , population , medicine , social science , communication
This research aims to determine the role of brand awareness in mediating the effect between corporate social responsibility (CSR) towards purchase intention. The method used is a quantitative method with the type of research is descriptive. In this research, there are 3 variables : brand awareness, corporate social responsibility, and purchase intention. Sampling method used is purposive non-probability sampling with 129 respondents. The analysis technique used is mediation analysis. This research found that brand awareness as mediating variable significantly affect the relationship between corporate social responsibility (CSR) and purchase intention. Corporate social responsibility (CSR) through brand awareness have positive and significant influence simultaneously towards buying intention by 44.6%, and the rest 55.4% is influenced by other variables not examined in this research.