The effect of distribution channel, corporate social responsibility, and brand image toward customer purchase decision at PT Poetra Niaga Jaya

Hendy, Hendy (2022) The effect of distribution channel, corporate social responsibility, and brand image toward customer purchase decision at PT Poetra Niaga Jaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The objective of this research is to analyze the effect of distribution channel, corporate social responsibility, and brand image toward customer purchase decision at PT Poetra Niaga Jaya. The independent variables which used in this research are distribution channel, corporate social responsibility, and brand image. Meanwhile, the dependent variable which is used in this research is customer purchase decision. The result of this study shows that distribution channel has no significant effect toward customer purchase decision partially, corporate social responsibility has no significant effect toward customer purchase decision partially, and brand image has no significant effect toward customer purchase decision. On the other hand, distribution channel, corporate social responsibility, and brand image have significant simultaneous impact toward customer purchase decision. / Penelitian ini bertujuan untuk menganalisis pengaruh saluran distribusi,tanggung jawab sosial perusahaan, dan citra merek terhadap keputusan pembelian pelanggan pada PT Poetra Niaga Jaya. Variabel bebas yang digunakan dalam penelitian ini adalah saluran distribusi, tanggung jawab sosial perusahaan, dan citra merek. Sedangkan variabel terikat yang digunakan dalam penelitian ini adalah keputusan pembelian konsumen. Hasil penelitian ini menunjukkan bahwa saluran distribusi tidak berpengaruh signifikan terhadap keputusan pembelian konsumen secara parsial,tanggung jawab sosial perusahaan tidak berpengaruh signifikan terhadap keputusan pembelian konsumen secara parsial, dan citra merek tidak berpengaruh signifikan terhadap keputusan pembelian konsumen. Di sisi lain, saluran distribusi, tanggungjawab sosial perusahaan, dan citra merek memiliki pengaruh simultan yang signifikan terhadap keputusan pembelian pelanggan.

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