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

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