The Role of Corporate Social Responsibility Towards Purchase Intention: The Mediating Effect of Brand Image and Corporate Reputation

The body of knowledge on Corporate Social Responsibility has grown tremendously over the past few decades. However, there are still gaps in the literature regarding CSR and its role in enhancing corporate strategy. This article aims at filling some of those gaps on whether CSR do enhance Brand Image and Corporate Reputation and influence Purchase Intention. List of questionnaires were distributed across Jabodetabek area with total respondents of 440. This study only considered respondents with knowledge on CSR activities performed by selected companies, and with that consideration 267 respondents were screen out from this research. Covariance Based SEM was performed as the statistical analysis since no significant deviation from normality was found on the data. This study found that CSR significantly influence Brand Image, Corporate Reputation and Purchase Intention. While the factor of Brand Image and Corporate Reputation significantly mediated the relationship between CSR and Purchase Intention.