PENGARUH CORPORATE SOCIAL RESPONSIBILITY TERHADAP WORD OF MOUTH DAN REPUTASI PERUSAHAAN SEBAGAI VARIABEL INTERVENING PADA PERUSAHAAN ROKOK DI KOTA PALEMBANG

., Indrawaty (2019) PENGARUH CORPORATE SOCIAL RESPONSIBILITY TERHADAP WORD OF MOUTH DAN REPUTASI PERUSAHAAN SEBAGAI VARIABEL INTERVENING PADA PERUSAHAAN ROKOK DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

Cigarette companies conduct CSR wahsing to increase the Corporate Reputation and improve Word of Mouth. This CSR activity is no different from marketing or promotional activities, because cigarette companies cannot be considered as socially responsible industries. So that this study wants to see the effect CSR activities of tobacco companies on Word of Mouth mediated by the Corporate Reputation. Research methods through questionnaires. As for the population in this study are adults who smoke in the city of Palembang and the sample is several cigarette-sponsored cafes in Palembang. In this study collected 112 questionnaires. Analytical techniques used is path analysis. The results of the research is that Corporate Social Responsibility has an influence on Word of Mouth mediated by Corporate Reputation, so hypothesis 4 is accepted. However Corporate Social Responsibility has no direct influence on Word of Mouth so hypothesis 1 is rejected. Keywords: Corporate Social Responsibility (CSR), Corporate Reputation (CR), Word of Mouth (WOM), Cigarette Company

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