The Effect Of Corporate Social Responsibility On Word Of Mouth With Trust And Corporate Reputation As Intervening Variable

Alif Supriyatno

Abstract


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.


Keywords


Corporate Social Responsibility, Trust, Corporate Reputation and Word of Mouth.

Full Text:

PDF

References


Askeroglu, E. D., & Bahar, Z., 2014, Contribution of Foundation to Reputation in Corporate Social Responsibility Application: Vodafone Turkey Foundation Review, International Journal of Economic Practices and Theories, 718-725.

Axjonow et al., 2016, The Impact of Corporate Social Responsibility Disclosure on Corporate Reputation: A Non-Professional Stakeholder Perspective, Jurnal Business Ethics, 1-22.

Bayoud et al., 2012, Corporate Social Responsibility Disclosure and Corporate Reputation in Developing Countries: The Case of Libya, Journal of Business and Policy Research, 131-160.

Bertens, K., 2013, Pengantar Etika Bisnis. Yogyakarta: Kanisius.

Gatti et al., 2012, The Effect of Corporate Reputation, Perceived CSR and Perceived Quality on Intention to Buy: Implication for Brand Management, Journal of Brand Management, 65-76.

Gazzola, P., 2014, Corporate Social Responsibility and Companie's Reputation, Network Intelligence Studies, 74-84.

Ghozali, I., 2012, “Aplikasi Analisis Multivariete dengan Program SPSS”, Badan Penerbitan Universitas Diponegoro, Semarang.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (6 ed.): Prentice Hall.

Hong, S. Y., & Rim, H., 2010. The Influence of Customer Use of Corporate Website: Corporate Responsibility, trust, and Word of Mouth Communication, Public Relation Review, 389-391.

Indriani, A. A., & Nurcaya, I. N., 2015, Pengaruh Kualitas Pelayanan terhadap Word of Mouth yang Dimediasi oleh Kepercayaan Pelanggan pada PT. Auto Bagus Rent A Car Denpasar, E-Jurnal Manajemen Unud, 1301-1321.

Khan et al., 2013, Corporate Social Responsiblity and Corporate Reputation: A Case of Cement Industry in Pakistan, Interdiciplinary Journal of Contemporary Research in Business, 843-857.

Kotler, P., & Keller, K. L., 2007, Unleashing the Power of Word of Mouth: Creating Brand Advocacy to Drive Growth, the Journal of Advertising Research. ARF.

Kotler, P., & Keller, K. L., 2016, Marketing Management. London: Pearson.

Margaretha, F., & Isnaini, R., 2014, Board Diversity and Gender Composition on Corporate Social Responsibility and Firm Reputation in Indonesia, Jurnal Manajemen dan Kewirausahaan, 1-8.

Muhadjir & Qurani, G. F., 2011, Pengaruh Penerapan Corporate Social Responsibility terhadap Persepsi Nasabah Bank dan Dampaknya terhadap Corporate Image, Journal The Winners, 180-195.

Muttaqin, M. R., & Utama, A., 2016, Pengaruh Tanggung Jawab Sosial Terhadap Word of Mouth yang Dimediasi oleh Kepercayaan Pelanggan (Studi Kasus pada Carrefour Amplaz Yogyakarta), Jurnal Manajemen Bisnis, 493-503.

Pasar dan Corporate Social Responsibility dengan Kinerja Bisnis, Jurnal Buletin Studi Ekonomi, 164-174.

Peter, J. P., & Olson, J. C., 2014, Perilaku Konsumen & Strategi Pemasaran. Jakarta: Salemba Empat.

Putra, D. K., & Saputri, N. D., 2015, Komunikasi Cyber CSR: Analisis Isi pada Official Website PT Bank Pembangunan Daerah Jawa Barat dan Banten, Channel, 17-39.

Rihayana, G., 2014, Peran Mediasi Reputasi Perusahaan terhadap Hubungan Orientasi

Semuel, H., & Chandra, S. S., 2014, Analisa Pengaruh Penerapan CSR terhadap Price Fairness, Trust and Purchase Intention Produk Kosmetik Merek Oriflame di Surabaya, Jurnal Spread, 21-32.

Solimun, 2004, Pemodelan Statistika Structural Equation Modeling Aplikasi AMOS, Fakultas MIPA dan Program Pascasarjana Universitas Brawijaya, Malang.

Sridhar, M., & Ganesan, P., 2016, The Effect of Corporate Social Responsibility on Customer Performance and Behavioral Intention - Testing the Mediating Role of Reputation of A Private University, Great Lakes Herald, 1-37.

Syah, T. Y., 2013, Perbedaan Pengaruh Citra Merek dan Reputasi Perusahaan terhadap Kualitas Produk, Nilai Pelanggan dan Loyalitas Pelanggan di Pasar Bisnis, Jurnal Ekonomi, 4(2), 209-226.

Tong, C., & Wong, A., 2014, The Influences of Corporate Social Responsibility to Customer Repurchases Intentions, Customer Word of Mouth Intentions and Customer Perceived Food Quality of Fast-Food Restaurants in Hong Kong and the Mediating Effects of Corporate Reputation, British Journal of Economics, Management & Trade, 1655-1678.

Warin et al., 2013, Corporate Reputation and Social Media: A Game Theory Approach, Cirano, 1-19.




DOI: https://doi.org/10.18196/mb.9263

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Jurnal Manajemen Bisnis




Office: 

Ruang Jurnal Manajemen Bisnis, 
Gedung Ki Bagus Hadikusuma (E4) Lantai 2, Kampus Terpadu Universitas Muhammadiyah Yogyakarta,
Jalan Brawijaya (Lingkar Selatan), Tamantirto, Kasihan, Bantul, Daerah Istimewa Yogyakarta, Indonesia, 55183
Website: journal.umy.ac.id/index.php/mb - E-mail: mabis@umy.ac.id
Phone: +62 274 387 656 (ext: 118)

Jurnal Manajemen Bisnis is licensed under Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)