IMPACT OF CORPORATE SOCIAL RESPONSIBILITY, GENERAL ATTITUDE, TRUST AND PERCEIVED CONSUMER EFFECTIVENESS ON PURCHASE INTENTION (CASE OF H&M CUSTOMERS IN JABODETABEK)
Abstract
This study aims to analyze the positive influence of corporate social responsibility on purchase intention through trust, general attitude, and perceived consumer effectiveness. The survey method was implemented in this study. Data was collected using a questionnaire instrument. The target population is all customers who have shopped at H&M in the Jabodetabek area. The number of samples is 400 respondents. The sampling technique was done by convenience sampling. Data analysis with Partial least Square-Structural Equation Modeling approach with the help of SmartPLS 3.0 program. The results show that corporate social responsibility has a positive effect on general attitude, trust, and perceived consumer effectiveness. Likewise, general attitude, trust, and perceived consumer effectiveness have a positive effect on purchase intention.
BAHASA INDONESIA ABSTRACT
Penelitian ini bertujuan untuk menganalisis pengaruh positif corporate social responsibility terhadap purchase intention melalui trust, general attitude, dan perceived consumer effectiveness. Metode survei diimplementasikan dalam penelitian ini. Pengumpulan data dilakukan dengan menggunakan instrumen kuesioner. Target populasi adalah semua pelanggan yang pernah berbelanja di H&M wilayah Jabodetabek. Jumlah sampel sebesar 400 responden. Teknik pengambilan sampel dilakukan dengan convenience sampling. Analisis data dengan pendekatan Partial least Square-Structural Equation Modeling dengan bantuan program SmartPLS 3.0. Hasil penelitian menunjukan bahwa corporate social responsibility berpengaruh positif terhadap general attitude, trust, dan perceived consumer effectiveness. Begitu juga, general attitude, trust, dan perceived consumer effectiveness berpengaruh positif terhadap purchase intention.
Keywords
DOI: http://dx.doi.org/10.19166/imj.v1i1.4006
Full Text:
PDFReferences
Azheri, B. (2012). Corporate social responsibility: Dari voluntary menjadi mandatory. Rajawali Press.
Barnes, A. -J. (2011). Corporate social responsibility and its effects on brand trust: A thesis submitted to Auckland University of Technology in fulfilment of the requirements for the degree of master of business, July 2011. AUT University.
Carroll, A. B., & Shabana, K. M. (2010). The business case for corporate social responsibility: A review of concepts, research and practice. International Journal of Management Reviews, 12(1), 85–105. https://doi.org/10.1111/j.1468-2370.2009.00275.x
Currás‐Pérez, R., Dolz‐Dolz, C., Miquel‐Romero, M. J., & Sánchez‐García, I. (2018). How social, environmental, and economic CSR affects consumer‐perceived value: Does perceived consumer effectiveness make a difference? Corporate Social Responsibility and Environmental Management, 25(5), 733–747. https://doi.org/10.1002/csr.1490
Dang, V. T., Nguyen, N., & Pervan, S. J. (2020). Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust. Journal of Retailing and Consumer Services, 55(1). 102082. http://dx.doi.org/10.1016/j.jretconser.2020.102082
Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviours . Journal of Public Policy and Marketing, 10(2),102–117. https://doi.org/10.1177/074391569101000206
Gana, M. A., & Koce, H. D. (2016). Mobile marketing: The influence of trust and privacy concerns on consumers’ purchase intention. International Journal of Marketing Studies, 8(2), 121–127. https://doi.org/10.5539/ijms.v8n2p121
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hanss, D., & Doran, R. (2019). Perceived consumer effectiveness. In: Leal Filho W., Azul A.M., Brandli L., özuyar P.G., Wall T. (eds), Responsible consumption and production. Encyclopedia of the UN Sustainable Development Goals. Springer. http://dx.doi.org/10.1007/978-3-319-95726-5_33
He, Y., & Lai, K. K. (2014). The effect of corporate social responsibility on brand loyalty: The mediating role of brand image. Total Quality Management & Business Excellence, 25(3-4), 249–263. https://doi.org/10.1080/14783363.2012.661138
https://doi.org/10.1016/j.ecolecon.2007.03.007
Kang, J., & Hustvedt, G. (2014). Building trust between consumers and corporations: The role of consumer perceptions of transparency and social responsibility. Journal of Business Ethics, 125(2), 253–265. https://doi.org/10.1007/s10551-013-1916-7
Kang, J., Liu, C., & Kim, S. H. (2013). Environmentally sustainable textile and apparel consumption: The role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. International Journal of Consumer Studies, 37(4), 442–452. https://doi.org/10.1111/ijcs.12013
Kim, C., Galliers, R. D., Shin, N., Ryoo, J. -H., & Kim, J. (2012). Factors influencing internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), 374–387. https://doi.org/10.1016/j.elerap.2012.04.002
Neumann, H. L., Martinez, L. M., & Martinez, L. F. (2020). Sustainability efforts in the fast fashion industry: Consumer perception, trust and purchase intention. Sustainability Accounting, Management and Policy Journal, 12(3), 571–590. https://doi.org/10.1108/SAMPJ-11-2019-0405
Paton, E. (2018, March 27). H&M a fashion giant, has a problem: $4.3 Billion in unsold clothes. New York Times. https://www.nytimes.com/2018/03/27/business/hm-clothes-stock-sales.html
Pratana, J. A. J. (2014). Analisis pengaruh sikap, subjective norm dan perceived behavioral control terhadap purchase intention pelanggan SOGO Department Store di Tunjungan Plaza Surabaya. Jurnal Strategi Pemasaran, 2(1), 1–7. https://www.neliti.com/publications/133233/analisis-pengaruh-sikap-subjective-norm-dan-perceived-behavioral-control-terhada
Rahman, M. S., Haque, M. M., & Khan, A. H. (2012). A conceptual study on consumers' purchase intention of broadband services: Service quality and experience economy perspective. International Journal of Business and Management, 7(18), 115–129. https://doi.org/10.5539/ijbm.v7n18p115
Rosalina, S., & Subagio, H. (2016). Analisa pengaruh product image terhadap purchase intention dengan trust sebagai variabel intevening pada Blesscon PT. Superior Prima Sukses. Jurnal Manajemen Pemasaran Petra, 1(1), 1–11. https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/4107/3759
Sarwoko, E., & Churiyah, M. (2007). Pengaruh sikap konsumen terhadap keputusan pembelian minuman merk AQUA berkaitan dengan penerapan program CSR (corporate social responsibility). Jurnal Ekonomi Modernisasi, 3(2), 147–164. https://ejournal.unikama.ac.id/index.php/JEKO/article/view/931
Schiffman, L. G., & Kanuk, L. L. (2013). Consumer behavior. Prentice Hall.
Semuel, H., & Chandra, S. S. (2014). The analysis of corporate social responsibility implementation effects towards price fairness, trust and purchase intention at Oriflame cosmetics product in Surabaya. Procedia - Social and Behavorial Sciences,155, 42–47. https://doi.org/10.1016/j.sbspro.2014.10.253
Setiantono, E., Merawati, E. E., & Salim, F. (2020). Pengaruh strategi implementasi corporate social responsibility terhadap trust masyarakat dan komitmen perusahaan serta dampaknya pada kinerja perusahaan (Study kasus: perusahaan swasta nasional PT Triputra Agro Persada Group). Jurnal Ilmiah Ekbank, 3(1), 1–16. https://jurnal.akptahuna.ac.id/index.php/ekbank/article/view/34
Suharto, E. (2009). Pekerjaan sosial di dunia industri: Memperkuat tanggungjawab sosial perusahaan (corporate social responsibility). CV Alfabeta.
Suprapti, N. W. S. (2010). Perilaku konsumen: Pemahaman dasar dan aplikasinya dalam strategi pemasaran. Udayana University Press.
Suwarso, N. H. E., & Wulandari, N. M. (2015). Pengaruh pengetahuan dan sikap terhadap niat beli produk ramah lingkungan (Studi kasus pada Pertamax di kota Denpasar). E-Jurnal Manajemen, 4(10), 3119–3145. https://ojs.unud.ac.id/index.php/Manajemen/article/view/14433
Tedjokusumo, I. B. S. (2017). Analisa sikap konsumen terhadap program corporate social responsibility (CSR) berupa donasi pada bisnis ritel alfamart. Parsimonia: Jurnal Akuntansi, Manajemen dan Bisnis, 3(3), 121–131. https://jurnal.machung.ac.id/index.php/parsimonia/article/view/44
Upamannyu, N. K., Gulati, C., & Mathur, G. (2014). Effect of brand trust, brand image on customer brand loyalty in FMCG sector at Glawlior Region. SCHOLARS WORLD-IRMJCR. https://www.researchgate.net/publication/261247587
Vahdati, H., Mousavi, N., & Tajik, Z. (2015). The study of consumer perception on corporate social responsibility towards consumers attitude and purchase behavior. Asian Economic and Financial Review, 5(5), 831–845. https://doi.org/10.18488/journal.aefr/2015.5.5/102.5.831.845
Vermeir, I., & Verbeke, W. (2008). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological Economics, 64(3), 542–553.
Webb, D. J., Mohr, L. A., & Harris, K. E. (2008). A re-examination of socially responsible consumption and its measurement. Journal of Business Research, 61(2), 91–98. https://doi.org/10.1016/j.jbusres.2007.05.007
Wesley, S. K., Lee, M. -Y., & Kim, E. Y. (2012). The role of perceived consumer effectiveness and motivational attitude on socially responsible purchasing behavior in South Korea. Journal of Global Marketing, 25(1), 29–44. https://doi.org/10.1080/08911762.2012.697383
Widodo, T., & Qurniawati, R. S. (2016). Pengaruh kolektivisme, perceived consumer effectiveness, dan kepedulian lingkungan terhadap perilaku pembelian ramah lingkungan. Among Makarti, 8(2), 65–82. https://doi.org/10.52353/ama.v8i2.122
Zeng, Y. (2008). Young consumers perceptions and purchase intentions towards mass-designer lines. Iowa State University Capstones.
Zhao, Z. -Y., Zhao, X., Davidson, K., & Zuo, J. (2012). A corporate social responsibility indicator system for construction enterprises. Journal of Cleaner Production, 29–30. 277–289. http://dx.doi.org/10.1016/j.jclepro.2011.12.036
Refbacks
- There are currently no refbacks.
Copyright (c) 2021 Valerie Aurora Gunawan, Innocentius Bernarto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Fakultas Ekonomi dan Bisnis | Universitas Pelita Harapan | Kampus Universitas Pelita Harapan | Gedung F Lt. 12 | Lippo Karawaci, Tangerang - 15811 | Telp 021-5460901 | Fax 54210992