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Pengaruh Persepsi Konsumen pada Dimensi Tanggung Jawab Ekonomi, Hukum, Etika dan Filantropi Terhadap Kepercayaan Merek dan Kepuasan Merek

This study is a replication of the research of Wu and Lin (2014), the study was conducted in the Greater Jakarta area involving 155 respondents who shopped on the Tokopedia application. Dimensionsof economic responsibility, law, ethics, philanthropy, brand trust and brand satisfaction in Indonesia are the background of this research. This study uses quantitative testing methods. The purpose of this study was to examine the effect of consumer perceptions on the dimensions of economic responsibility, law, ethics and philanthropy on brand trust and brand satisfaction at Tokopedia. The findings of this study are that economic responsibility, ethical responsibility and philanthropic responsibility have a positive effect on brand trust and brand satisfaction, while legal responsibility has no significant effect on brand trust and brand satisfaction. The results of this study indicate that the dimensions of economic responsibility, ethical responsibility and philanthropic responsibility have a significant influencein efforts to buildconsumertrust and consumer satisfaction with brands.Kata Kunci:Corporate Social Responsibility,Brand Trust, Brand SatisfactionDaftar Pustaka: 38pustaka, 1995s.d 2021
Riska Aulia Amri - Personal Name
116108027 - Riska Aulia Amri
Skripsi PMJ
Indonesia
Universitas Paramadina
2021
Jakarta
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