Abstract This study aims to determine and analyse the impact of Corporate Social Responsibility / CSR retailer, brand identification, word of mouth toward consumer purchase intention on minimarket consumer. The data was obtained by distributing questionnaires online to minimarket consumers who know the CSR program and have spent at least 3 times in the last 1 month. The number of samples as many as 156 respondents and the sampling techniques used is purposive sampling, especially judgement sampling. CSR programs carried out by the company are not only a form of social responsibility towards the environment, but also to influence consumer perceptions of the company. The analysis tool used is structural equation model (SEM). The research results showed that the antecedents of consumer purchase intention are CSR retailers, brand identification and word of mouth. There is a positive influence of CSR retailers on consumer purchase intention, brand identification and word of mouth; there is a positive influence of brand identification on consumer purchase intention and word of mouth; and there is a positive influence of word of mouth on consumer purchase intention. For further research is suggested to use other retail companies as research objects.
Oleh :
Sri Vandayuli Riorini
