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Pengaruh Corporate Social Abstrak 2015

Seminar Nasional & Call For Paper, Forum Manajemen Indonesia (FMI) Ke-7“Dinamika Dan Peran Ilmu
Manajemen Untuk Menghadapi AEC”Jakarta, 10-12 November

2015

PENGARUH CORPORATE SOCIAL RESPONSIBILITY TERHADAP CORPORATE
BRAND EQUITY MELALUI MEDIASI CORPORATE BRAND CREDIBILITY DAN
CORPORATE REPUTATION PADA PT UNILEVER INDONESIA Tbk, DI SURABAYA
Grace Felicia Djayapranata
Alumni Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya,
email: grace010892@outlook.co.id

Dudi Anandya
Pengajar pada jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya,
email:samkidud@gmail.com

Indarini
Pengajar pada jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya,
email:indarini2003@yahoo.co.id

Abstract

This study aims to identify and analyze the influence of corporate social responsibility to corporate brand equity
through the mediation of the corporate brand and corporate reputation credibility at PT Unilever Indonesia Tbk, in
Surabaya, Indonesia. The results show the direct influence of corporate social responsibility to corporate brand
credibility at PT Unilever Indonesia Tbk, in Surabaya. Moreover, the corporate brand credibility fully mediate the
relationship of corporate social responsibility to corporate reputation on PT Unilever Indonesia Tbk, in Surabaya.
Ultimately, corporate social responsibility to corporate brand equity mediated full corporate brand and corporate
reputation credibility at PT Unilever Indonesia Tbk, in Surabaya. Meanwhile, the direct influence of corporate
social responsibility to corporate reputation and corporate brand equity is not supported. Corporate brand
credibility mediation has no effect on the relationship of corporate social responsibility and corporate brand equity
in PT Unilever Indonesia Tbk, in Surabaya.
Keywords: Corporate Social Responsibility, Corporate Brand Equity, Corporate Brand Credibility, Corporate
Reputation.

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