PENGARUH CORPORATE SOCIAL RESPONSIBILITY TERHADAP WORD OF MOUTH YANG DIMEDIASI OLEH CITRA PERUSAHAAN DI KOTA DENPASAR

Abstrak

Various efforts made by the company to improve the company's positive WoM, one of which is by utilizing CSR activities. This study aims to explain the effect of CSR on corporate image, the influence of CSR on WoM, the influence of corporate image on WoM and the role of corporate image mediate the influence of CSR on WoM. The research design is associative research. Object in research is CSR program conducted by a company able to influence WoM and corporate image. In this study the sample used is the community who know or hear the CSR program BRI in Denpasar. The sample used is 95 respondents obtained by using purposive sampling method. Data collection method in this research is questionnaire. This research model will be tested using Partial Least Square (PLS). The results of the analysis show that the influence of CSR on image, the influence of CSR on WoM, the influence of image to WoM and the role of corporate image in mediating CSR to WoM there is significant relationship and the relationship of both positive.