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An Analysis on the Impact of Corporate Social Responsibility, Leader Image, and Innovation on Consumer Purchasing Decision: A Study on Amazon
Angelica, Brigita Krista
Program Studi Administrasi Bisnis - Fakultas Ilmu Administrasi Bisnis dan Ilmu Komunikasi Unika Atma Jaya
Theses - Undergraduate Thesis
Brigita Krista Angelica_Undergraduated Theses_2022.pdf
201802510021_Brigita Krista Angelica_Lembar Administrasi_.pdf
Major global companies are growing fast rate due to the constant demand for products and services. As one of the biggest players in the E-commerce industry, Amazon.com, Inc. is responsible for a large portion of that demand. This study would like to examine consumer purchasing decision at Amazon and how several factors impact it. There are three independent variables in this study: CSR programs, leader image, and innovation. The dependent variable is consumer purchasing decision. This study uses 100 samples from the Greater Jakarta area. The analysis used in this study is the multiple regression analysis. The results of this study are CSR programs and leader image have no impact on consumer purchasing decision, while innovation has a significant impact on consumer purchasing decision.
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