ANALISA PENGARUH PENERAPAN CSR TERHADAP PRICE FAIRNESS, TRUST, AND PURCHASE INTENTION PRODUK KOSMETIK MEREK ORIFLAME DI SURABAYA

Hatane Semuel; Sharon Sagita Chandra

ANALISA PENGARUH PENERAPAN CSR TERHADAP PRICE FAIRNESS, TRUST, AND PURCHASE INTENTION PRODUK KOSMETIK MEREK ORIFLAME DI SURABAYA

Hatane Semuel, Sharon Sagita Chandra

Abstract

The objective of this study is to clarify the effect of CSR on price fairness, trust, and purchase intention on Oriflame cosmetics brand in Surabaya. This type of research is descriptive causalistic and the number of samples are 111 respondents and data analysis techniques using structural equation models. The findings in this study are: CSR has positive effects on price fairness, CSR has positive effects on trust, CSR has no effect on purchase intention. Price Fairness positive influence on purchase intention and trust has positive effects on purchase intention, so the price fairness and trust are mediating between the purchase intention of consumers CSR on Oriflame products

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