E-Jurnal Manajemen Universitas Udayana
Vol 5 No 12 (2016)

PENGARUH CORPORATE SOCIAL RESPONSIBILITY TERHADAP PERILAKU WORD OF MOUTH POSITIF DAN CITRA MEREK AQUA

I Made Arya Agastya Pramana (Universitas Udayana)
AA Gd Agung Artha Kusuma (Unknown)

Article Info

Publish Date
20 Jan 2017

Abstract

Penelitian ini memiliki tujuan membahas pengaruh corporate social responsibility terhadap word of mouth positif, membahas pengaruh corporate social responsibility terhadap citra merek AQUA. Melalui metode non probability sampling, sampel ditentukan sebanyak 140 responden. Kota Denpasar dipilih sebagai tempat studi dengan teknik analisis data regresi linier sederhana. Hasil analisis menemukan corporate social responsibility berpengaruh signifikan terhadap word of mouth positif. Corporate social responsibility berpengaruh signifikan terhadap citra merek AQUA. Ini terbukti dari nilai t hitung lebih besar dari nilai t tabel.

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Journal Info
E-Jurnal Manajemen Universitas Udayana
Website

Abbrev

Manajemen

Publisher

Universitas Udayana

Subject

Decision Sciences, Operations Research & Management

Description

E-Jurnal Manajemen (ISSN 2302-8912) aims to serve as a medium of information and exchange of scientific articles between teaching staff, alumni, students, practitioners and observers of science in accounting and business. E-Jurnal Manajemen editor receives scientific articles business strategy and ...