Tujuan dari penelitian ini adalah untuk menguji pengaruh positif corporate social responsibility terhadap trust, general attitude, dan perceived consumer effectiveness. Kemudian juga menguji pengaruh trust, general attitude, dan perceived consumer effectiveness terhadap purchase intention. Metode survei digunakan di dalam penelitian ini. Pengumpulan data yang dilakukan menggunakan instrument kuesioner dengan menyebarkan kepada responden yang pernah berbelanja di H&M area Jabodetabek. Jumlah sampel ditentukan sebanyak 400. Teknik pengambilan sampel dilakukan dengan convenience sampling. Pendekatan yang digunakan adalah Partial least Square-Structural Equation Modeling dengan menggunakan program SmartPLS 3.0. Hasil penelitian menunjukan bahwa corporate social responsibility berpengaruh positif terhadap general attitude, trust, dan perceived consumer effectiveness. General attitude, trust, dan perceived consumer effectiveness juga berpengaruh positif terhadap purchase intention. / The purpose of this study is to examine whether corporate social responsibility positively affect general attitude, trust , perceived consumer effecvtiveness and also to examine whether general attitude, trust, and perceived consumer effectiveness positively affect purchase intention. The survey method used in this study. Data collection was carried out using a questionnaire instrument to respondents who buy H&M products in Jabodeta bek. The sampling technique was carried out by convenience sampling. The approach used is Partial Least Square-Structural Equation Modeling using the SmartPLS 3.0 program. The results showed that corporate social responsibility had a positive affect on general attitude, trust, and perceived consumer effectiveness. General attitude, trust, and perceived consumer effectiveness also had a positive affect on purchase intention