Abstract
This study aims to see the effect of Green Image on Customer Perceptions of CSR Activities: Ethical CSR, The Effect of CSR Capability on Customer Perceptions of CSR Activities: Ethical CSR and the influence of Customer Perceptions on CSR Activities: Ethical CSR on Customer Loyalty. The population in this study were students and students of Sarjanawiyata Tamansiswa University who had used or are still using products from The Body Shop, with a sample of 105 respondents. The sampling technique in this study used a non-probability sampling technique with purposive sampling.The results showed that there was a positive effect of green image on customer perception of CSR activities: ethical CSR, there was a positive influence on perceived CSR capability on customer perception of CSR activities: ethical CSR and there was a positive effect on Customer Perception Of CSR Activities: Ethical CSR on Customer Loyalty.
Highlights
This study aims to see the effect of Green Image on Customer Perceptions of CSR Activities: Ethical CSR, The Effect of CSR Capability on Customer Perceptions of CSR Activities: Ethical CSR and the influence of Customer Perceptions on CSR Activities: Ethical CSR on Customer Loyalty
The results showed that there was a positive effect of green image on customer perception of CSR activities: ethical CSR, there was a positive influence on perceived CSR capability on customer perception of CSR activities: ethical CSR and there was a positive effect on Customer Perception Of CSR Activities: Ethical CSR on Customer Loyalty
Pengaruh Green Marketing dan Corporate Social Responsibility Terhadap Brand Image Pada Produk Tupperware
Summary
This study aims to see the effect of Green Image on Customer Perceptions of CSR Activities: Ethical CSR, The Effect of CSR Capability on Customer Perceptions of CSR Activities: Ethical CSR and the influence of Customer Perceptions on CSR Activities: Ethical CSR on Customer Loyalty. Green image memiliki keterkaitan dengan aspek ekologis dimana pengertian dari green image sendiri adalah persepsi konsumen yang menganggap bahwa produk yang terjual dipasaran ramah lingkungan dan tidak berdampak buruk bagi kesehatan. Hubungan green image dengan konsumen hijau adalah konsumen yang memiliki kepedulian terhadap lingkungan dan memiliki kecenderungan untuk memilih dan membeli produk ramah lingkungan dalam memenuhi kebutuhan dan keinginannya serta sekaligus akan mendukung bisnis yang berkaitan dengan lingkungan (Kaufmann, 2012). Selain itu perceived CSR capability adalah perusahaan yang memiliki tanggung jawab dalam kebijakan untuk berperilaku etis dan memberikan dampak positif terhadap masyarakat dan perkembangan ekonomi yang berkelanjutan. Keterkaitan antara perceived CSR capability dengan konsumen hijau bagaikan pelindung dan penolong bagi perusahaan untuk meminimalkan dampak buruk yang disebabkan suatu krisis. Berdasarkan uraian di atas, maka penulis bertujuan untuk meneliti pengaruh Green Image, Perceived Csr Capability Dan Customer Perception Of Csr Activities: Ethical Csr Terhadap Customer Loyalty
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