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The Analysis of Corporate Social Responsibility Implementation Effects towards Price Fairness, Trust and Purchase Intention at Oriflame Cosmetics Product in Surabaya

39 citations0/0 files storedProcedia - Social and Behavioral Sciences

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Consumer Behavior and Marketing Influence Environmental Sustainability in Business Consumer Perception and Purchasing Behavior

Abstract

This research aims to clarify the effect of Corporate Social Responsibility (CSR) on price fairness, trust, and purchase intention to the Oriflame cosmetics brand in Surabaya. This study is causal descriptive, the number of samples are 111 respondents, and the data analysis technique is the structural equation models. The findings in this study are: while the CSR's influence on the price fairness and trust are proven, its effect on the purchase intention is not. The price fairness and trust influence positively the purchase intention so they can mediate the CSR and the purchase intention to the Oriflame brand products.

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References

2010The Business Case for Corporate Social Responsibility: A Review of Concepts, Research and Practice 2006Corporate Social Responsibility: Strategic Implications*2002Building Brand Equity through Corporate Societal Marketing 2008Corporate social responsibility: attributions, loyalty, and the mediating role of trust 2009Impact of Service Quality, Trust, and Customer Satisfaction on Customers Loyalty 2010Strategic corporate social responsibility management for competitive advantage 2006How social-cause marketing affects consumer perceptions 2013E-Loyalty is not all about Trust, Price also Matters:Extending expectation-confirmation theory in bookselling websites

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