PENGARUH PESAN CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP MINAT BELI: Peran Mediasi Sikap Terhadap Perusahaan dan Sikap Terhadap Produk Serta Sikap Terhadap Boikot Sebagai Moderasi (Survei pada Pengikut Akun Instagram @unileveridn)

Arida Eka Kurniawati Suparjo, . (2025) PENGARUH PESAN CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP MINAT BELI: Peran Mediasi Sikap Terhadap Perusahaan dan Sikap Terhadap Produk Serta Sikap Terhadap Boikot Sebagai Moderasi (Survei pada Pengikut Akun Instagram @unileveridn). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to examine the influence of Corporate Social Responsibility (CSR) messages on purchase intention, with attitude toward the company and attitude toward the product as mediating variables, and attitude toward boycott as a moderating variable. The research is motivated by the boycott movement against Unilever and the company’s response through CSR messaging on social media. This research adopts a quantitative approach using a survey method involving 400 followers of the Instagram account @unileveridn. Data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) through SmartPLS 4. The results show that CSR messages have an indirect effect on purchase intention through the mediating roles of company and product attitudes. Additionally, boycott attitude moderates the relationship between CSR messages and company attitude. The study is based on the Theory of Reasoned Action, which explains that attitude is a key predictor of intention and behavior. The findings highlight the importance of CSR communication strategies in shaping consumer attitudes and purchase intentions, especially in the context of reputational crises. Keywords: Corporate Social Responsibility (CSR), purchase intention, attitude toward the company, attitude toward the product, attitude toward boycott, Theory of Reasoned Action.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2110411199] [Pembimbing: Uljanatunnisa] [Penguji 1: Drina Intyaswati] [Penguji 2: Ratu Nadya Wahyuningratna]
Uncontrolled Keywords: Corporate Social Responsibility (CSR), purchase intention, attitude toward the company, attitude toward the product, attitude toward boycott, Theory of Reasoned Action.
Subjects: H Social Sciences > HN Social history and conditions. Social problems. Social reform
H Social Sciences > HT Communities. Classes. Races
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: ARIDA EKA KURNIAWATI SUPARJO
Date Deposited: 25 Aug 2025 02:08
Last Modified: 25 Aug 2025 02:08
URI: http://repository.upnvj.ac.id/id/eprint/39018

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