PENGARUH TANGGUNG JAWAB SOSIAL TERHADAP WORD OF MOUTH YANG DIMEDIASI OLEH KEPERCAYAAN PELANGGAN ( STUDI KASUS PADA CARREFOUR AMPLAZ YOGYAKARTA)

Muhamad Rizqon Muttaqin,

Abstract


Abstrak

Penelitian bertujuan untuk mengetahui pengaruh tanggung jawab sosial perusahaan terhadap terhadap word of mouth yang dimediasi oleh kepercayaan pelanggan Carrefour Amplaz Yogyakarta. Teknik analisis yang digunakan adalah analisis jalur dan uji sobel. Hasil penelitian menemukan bahwa: (1) tanggung jawab sosial berpengaruh positif terhadap word of mouth dengan nilai regresi sebesar 0,348 dan tingkat signifikansinya 0,000; (2) tanggung jawab sosial berpengaruh positif terhadap kepercayaan pelanggan dengan nilai regresi sebesar 0,225 dan tingkat signifikansinya 0,000; (3) kepercayaan pelanggan berpengaruh positif terhadap word of mouth dengan nilai regresi sebesar 0,370 dan tingkat signifikansinya 0,000; dan (4) tanggung jawab sosial berpengaruh positif terhadap word of mouth dengan kepercayaan pelanggan sebagai variabel mediasi dengan nilai koefisien mediasi sebesar 0,0530 dan nilai signifikansi sebesar 0,0078.

 

Kata Kunci: tanggung jawab sosial, word of mouth, kepercayaan pelanggan

 

Abstract

This study aimed to determine the effect corporate social responsibility towards word of mouth through consumer trust on Carrefour Ambarukmo Plaza Yogyakarta. The analysis technique used is path analysis and sobel test. The results showed: (1) corporate social responsibility variable has a positive effect toward word of mouth with the regression coefficient has a positive value of 0,348 and  0.000 significance value; (2) corporate social responsibility variable has a positive effect toward consumer trust with the regression coefficient has a positive value of 0.225 and  0.000 significance value; (3) consumer trust variable has a positive effect toward word of mouth with the regression coefficient has a positive value of 0,370 and  0.000 significance value; and (4) corporate social responsibility variable has an influence toward word of mouth through consumer trust with the mediating coefficient has a positive value of 0,0530 and  0.0078  significance value.

 

Keywords: corporate social responsibility, word of mouth, consumer trust


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