The impact of corporate trustworthiness, ethical and legal corporate social responsibility towards customer purchase intention at home improvement retailer in Medan (case study on customer of PT Duta Intiguna Yasa – MR.DIY, Centre Point Mall)

Chen, Jennifer (2022) The impact of corporate trustworthiness, ethical and legal corporate social responsibility towards customer purchase intention at home improvement retailer in Medan (case study on customer of PT Duta Intiguna Yasa – MR.DIY, Centre Point Mall). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The evolution of lifestyle and business appears to be more advanced and sophisticated each day. However, it has caused an increasing strain on scarce resources and the entire ecosystem. Businesses are expected to increase their investments in education, healthcare, training, and environmental development. Hence, it has been seen that companies are required to contribute to societal development by gaining corporate trustworthiness and implementing CSR. The purpose of this research is to identify the impact of corporate trustworthiness, ethical, and legal corporate social responsibility towards customer purchase intention on customers of MR.DIY Centre Point Mall, located at North Sumatra, Medan. A quantitative study in descriptive and causal research was used to examine the 100 samples collected using the non-probability sampling with purposive sampling technique. The hypothesis test results in this study reveal that corporate trustworthiness, ethical, and legal corporate social responsibility has simultaneous impact towards customer purchase intention. The T-Test result for corporate trustworthiness is 5.888 > 1.985, ethical corporate social responsibility is 5.135 > 1.985, and legal corporate social responsibility is 3.559 > 1.985. The coefficient of determination of this study is 24.4%, and the multiple linear regression formula is as follows: Y = 13.799 + 0.504X1 + 0.454X2 + 0.451X3. / Evolusi gaya hidup dan bisnis tampak semakin maju dan canggih setiap harinya. Namun, fenomena tersebut menyebabkan peningkatan beban terhadap sumber daya dan seluruh ekosistem. Para pengusaha diharapkan untuk meningkatkan investasi dalam pendidikan, perawatan kesehatan, pelatihan, dan pengembangan lingkungan. Oleh karena itu, terlihat bahwa perusahaan telah diharuskan untuk berkontribusi pada pengembangan masyarakat dengan mendapatkan kepercayaan dan menerapkan tanggung jawab sosial perusahaan. Tujuan dari penelitian ini adalah untuk mengidentifikasi dampak kepercayaan perusahaan, etika, dan hukum tanggung jawab sosial perusahaan terhadap niat beli pelanggan pada pelanggan MR.DIY Center Point Mall yang berlokasi di Sumatera Utara, Medan. Penelitian kuantitatif dalam penelitian deskriptif dan kausal digunakan untuk menguji 100 sampel yang dikumpulkan menggunakan “non-probability sampling” dengan teknik “purposive sampling”. Hasil uji hipotesis dalam penelitian ini mengungkapkan bahwa kepercayaan perusahaan, etika, dan hukum tanggung jawab sosial perusahaan berpengaruh secara simultan terhadap niat beli pelanggan. Hasil “T-Test” untuk kepercayaan perusahaan adalah sebesar 5,888 > 1,985, etika tanggung jawab sosial perusahaan adalah sebesar 5,135 > 1,985, dan hukum tanggung jawab sosial perusahaan adalah sebesar 3,559 > 1,985. Koefisien determinasi penelitian ini adalah 24,4%, dengan rumus regresi linier berganda sebagai berikut: Y = 13,799 + 0,504X1 + 0,454X2 + 0,451X3.

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