The Effect of Corporate Social Responsibility on Word of Mouth with Trust and Corporate Reputation as Intervening Variable

This study aims to determine the effect of corporate social responsibility on word of mouth with trust and corporate reputation as mediating variable, study on Hero Supermarket customer in Yogyakarta.The sampling method used in this study is purposive sampling. The number of samples in this study is 130 customers of Hero Supermarket in the last 6 months. Data were collected using questionnaire, analyzed using structural equation modeling with Amos vers. 22.0 software. The result of this study proves that corporate social responsibility has positive and significant effect on trust, corporate social responsibility has positive and significant effect on corporate reputation, corporate social responsibility has no significant effect on word of mouth, trust has no significant effect on word of mouth, corporate reputation has positive and significant effect on word of mouth, trust could not mediate the effect of corporate social responsibility on word of mouth and corporate social responsibility indirectly has higher effect on word of mouth through corporate reputation.


INTRODUCTION
The marketing concept always changes in accordance with the dynamics of times development. The latest concept ehich still develops is Holistic marketing. The holistic marketing concept is an approach which integrates the complexity of marketing activities that consists of four components: integrated marketing, relationship marketing, internal marketing, and performance marketing [1].
This research focused on two components of holistic marketing concept that namely relationship marketing and performance marketing. Relationship marketing is a concept that aims to build a long-term relationship with customer, distributor and all of the key constituents to maintain the business [1]. While performance marketing is a marketing concept that cannot be separated from the legal, ethical, social and environmental issues [1]. Jurnal Manajemen Bisnis, Vol 9. No 2, September 2018, E-ISSN:2622-6308 P-ISSN:2086 Performance marketing also refers to social marketing that requires the marketer to include the consideration of ethics into marketing practices [1].
There are research gaps that try to be reanalyzed with this research, the first research

Trust
Trust is a very important element in the business and the lost of trust is the end of a business [8]. Trust is a statement that involves a positive expectation with in something risk, in this case trust is a belief that company will able to achieve the expectation of consumers

Corporate Reputation
Corporate reputation is a psychological model that has effects an the quality perception of products or services provided by the company & A good reputation is a valuable asset for the company [8]. The increase of reputation become the attraction of new customers and also creates a competitive advantage for the company [10]. Corporate reputation will provide the strategic impact for the company, so that reputation management is one of excellence competitive advantages in the business field [11].

Word Of Mouth
Customer's word of mouth is a process of giving recommendation both individually and in group about a product or service that aims to provide personal information [7].
Personal communication in the form of word of mouth can be an effective method of promotion because it is generally delivered from consumers, by the consumers and for the consumers, so the satisfied customers can be an advertising media for the company [7]. In addition, word of mouth does not cost much because through satisfied customers, references about the products that are produced by the company will be more easily spread to other customers [7].

Research Object
The object of this research is the Hero Supermarket-Yogyakarta. School, and Store Green Action).

Hypotheses Testing By Structural Equation Modeling
Testing of the hypotheses for this research is carried out by using SEM as displayed in Figure 2 below.

Normality, Outliers, Multicollinearity Test
Normality test is used to determine whether data set is well-modeled by a normal distribution and to compute how likely it is for a random variable underlying the data set to be normally distributed, the result shows that all of the data were not normally distributed with some of construct's kurtosis critical ratio or skewness are more or less than ±2,58. Furthermore to test the normality in this research was using the bootstrap procedure with bootstrap sample = 15, showed the

Goodness of Fit Index
The goodness of fit index displayed in Table 2 shows that two from nine indicators are good, fit and accepted.

Regression Weight Test
The regression weights displayed in Table 3 below shows that the direct effect of variables.

CSR to Corporate Reputation
The results of hypothesis test 2 show there was a significant effect of CSR on corporate reputation. The company has a goal to enhance the image or reputation of the company in order to ensure the sustainability of its business [25]. Building a good reputation in the community certainly is not an easy thing.
Hero Supermarket actively does corporate social responsibility as one form of awareness of the community. These concern action indirectly recorded in the customer minds and creates a good reputation. These results support the

Trust to Word of Mouth
The results of hypothesis test 4 show there was not significant effect of trust on word of mouth. On five steps of purchase decision model according to [1] explained in decision to buy, customers will pass through several stages, first is introduction of the issue, information retrieval, evaluation of alternatives, purchasing decisions, and post purchase stage. Customer trust occurs at the stage of purchasing decisions after evaluating other alternatives, customers ultimately pick and believe that Hero Supermarket was able to meet his needs.
Customers would evaluate the product after purchasing and customers will tend to do word of mouth when satisfied and not if they are changing to other products.

Corporate Reputation to Word of Mouth
The results of hypothesis test 5 show there was significant effect of corporate reputation on word of mouth. With a good reputation that the products and services provided by the Hero Supermarket became a driving factor for its customers to tell about the quality of the good services of Hero Supermarket and recommend also invite others to shop at Hero Supermarket.
Hero Supermarket that always maintains good relations with its customers make

CSR to Word of Mouth through Trust as Intervening Variable
Hypothesis 6 stating that consumer trust is able to mediate the effect of corporate social responsibility towards word of mouth is not supported in this study. The results of the 6 hypotheses are unsupported because to it is associated with hypothesis 3 and 4. Hypothesis testing of three shows that corporate social responsibility has no effect on word of mouth and results of hypothesis testing 4 shows that consumer trust has no effect on word of mouth.
Thus, it indirectly shows that consumer trust could not perform his role as intervening variables because there is no effect between corporate social responsibility on word of mouth and customer trust has no effect on Word of mouth.

CONCLUSION
Corporate social responsibility could be an effective marketing strategy to increase the consumer trust and corporate reputation, even though corporate social responsibility could not directly effect word of mouth of the consumer to talk and recommend Hero Supermarket to others, but corporate social responsibility will increase their corporate reputation that will positively affect the word of mouth.

LIMITATION
Limitation of this study are the respondents of the research which are limited to Hero Supermarket-Yogyakarta although there is more than a hundred store of Hero Supermarket in Indonesia, and also Hero Supermarket is only one brand of the retail industry and it makes the result of this study could not be generalized into industrial scale. The type of this research is cross-sectional research that is only investigated one time and could not show if there are some changes after the research.

RECOMENDATIONS
Hero Supermarket could use corporate social responsibility to increase consumer trust