IMPACT OF CSR, LEADER IMAGE, AND INNOVATION ON AMAZON CONSUMER PURCHASING DECISION
Keywords:
CSR, reputasi pemimpin, inovasi, konsumen, keputusan pembelianAbstract
Perusahaan global besar kini tumbuh dengan cepat karena banyaknya permintaan untuk produk dan layanan mereka. Sebagai salah satu pemain terbesar di industri E-commerce, Amazon.com, Inc. bertanggung jawab atas sebagian besar dari permintaan tersebut. Studi ini akan menguji keputusan pembelian konsumen di Amazon dan bagaimana beberapa faktor memengaruhinya. Ada tiga variabel independen dalam penelitian ini: program CSR, reputasi pemimpin, dan inovasi. Variabel terikatnya adalah keputusan pembelian konsumen. Studi ini menganalisis konsumen Amazon dari wilayah Jabodetabek. Analisis yang digunakan dalam penelitian ini adalah analisis regresi berganda. Hasil penelitian ini adalah program CSR dan reputasi pemimpin tidak berpengaruh terhadap keputusan pembelian konsumen, sedangkan inovasi berpengaruh signifikan terhadap keputusan pembelian konsumen.
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Andreini, D., Fetscherin, M., & Zarantonello, L. (2020). Conceptualizing and Measuring CEO Brand Image. Journal of Advertising Research, 1–44.
Chandler, D. (2017). Strategic Corporate Social Responsibility: Sustainable Value Creation. Sage Publications, Inc.
Grabinska, B., Kedzior, D., Kedzior, M., & Grabinski, K. (2021). The impact of csr on the capital structure of high-tech companies in Poland. Sustainability (Switzerland), 13(10), 1–21. https://doi.org/10.3390/su13105467
Halbusi, H. Al, & Tehseen, S. (2017). Corporate Social Responsibility (CSR): A Literature Review. Malaysian Journal of Business Economics, 8(7), 228–234. https://doi.org/10.5897/ajbm12.106
Hoang, G., Wilson-Evered, E., & Lockstone-Binney, L. (2019). Leading innovation among tourism small and medium enterprises: Examining the mediating role of climate for innovation. Leadership and Organization Development Journal, 40(5), 647–666. https://doi.org/10.1108/LODJ-08-2018-0287
Jin, C. H., & Yeo, H. C. (2011). Satisfaction, corporate credibility, CEO reputation and leadership effects on public relationships. Journal of Targeting, Measurement and Analysis for Marketing, 19(2), 127–140. https://doi.org/10.1057/jt.2011.10
Jung, N. Y., & Seock, Y. K. (2016). The impact of corporate reputation on brand attitude and purchase intention. Fashion and Textiles, 3(1). https://doi.org/10.1186/s40691-016-0072-y
Lahindah, L., Merisa, & Siahaan, R. A. (2018). The Influence of Product Innovation and Service Quality to Buying Decision and the Impact to Repeat Buying at Progo Road Bandung. The Asian Journal of Technology Management, 11(2), 18–124.
Lin, C. W. (Wilson), Rai, D., & Tran, T. P. (2019). CEO change and the perception of enhanced product: an implicit theory perspective. Journal of Consumer Marketing, 36(5), 677–691. https://doi.org/10.1108/JCM-10-2017-2384
Lo, J. T. Y., & Kam, C. (2021). Innovation Performance Indicators for Architecture , Engineering and Construction Organization. Sustainability (Switzerland), 13(16), 1–27.
Lobachevska, G., & Daub, C. H. (2021). The role of corporate social responsibility in the decision-making process of consumers in Ukraine. Innovative Marketing, 17(1), 78–93. https://doi.org/10.21511/im.17(1).2021.07
Marcinkowska, E., & Sawicka, J. (2021). Impact of CSR on Consumers’ Purchasing Decisions Compared to Selected Decision-Making Criteria. IBIMA.
Mokua, J. K., & Obonyo, D. D. (2018). Corporate Social Irresponsibility and Purchase Intention: The Mediating role of Corporate Reputation and Consumer Attitude. Mokua & Obonyo / International Journal of Research in Business and Social Science, 7(2), 2147–4486. www.ssbfnet.com/ojshttps://doi.org/10.20525/ijrbs.v7i2.884
Oktaviani, I., & Juniarti. (2017). Pengaruh Tingkat Pengungkapan Corporate Social Responsibility Terhadap Asimetri Informasi pada Sektor Pertambangan dan Barang Konsumsi di Indonesia dengan Variabel Kontrol Firm Size dan Analyst Following. Business Accounting Review, 5(1997), 181–192.
Onea, I. A. (2020). Innovation Indicators and the Innovation Process - Evidence from the European Innovation Scoreboard. Management & Marketing, 15(4), 605–620. https://doi.org/10.2478/mmcks-2020-0035.Introduction
Oruji, M., Hassanzadeh, M., & Feizi, M. (2014). The Impact of Relationship Marketing and New Product Features on Customer’s Perceptions and the Intention of Their Acceptance in Life and Investment Insurance. Kuwait Chapter of Arabian Journal of Business and Management Review, 3(9), 406–420. https://doi.org/10.12816/0018363
Parung, C. A. P. (2019). The impact of corporate social responsibility on consumer purchase behaviour in
high-street UK retailers. Proceedings of the International Conference on Industrial Engineering and Operations Management, 2019(MAR), 1279–1289.
Ponto, J. (2015). Understanding and Evaluating Survey Research. Journal of the Advanced Practitioner in Oncology, 6, 168–171.
Popescu, C. R. G., & Popescu, G. N. (2019). An Exploratory Study Based on a Questionnaire Concerning Green and Sustainable Finance, Corporate Social Responsibility, and Performance: Evidence from the Romanian Business Environment. Journal of Risk and Financial Management, 12(4), 162. https://doi.org/10.3390/jrfm12040162
Schnee, C. (2017). Understanding a leader’s behaviour: Revisiting the role of reputation management in leadership research. Corporate Reputation Review, 20(1), 27–39. https://doi.org/10.1057/s41299-017-0018-3
Sekaran, U., Bougie, R. (2016). Research Method for Business: A Skill-Building Approach. John Wiley dan Sons.
Stankevich, A. (2017). Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business Research and Marketing, 2(6), 7–14. https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001
Su, M. F., Cheng, K. C., Chung, S. H., & Chen, D. F. (2018). Innovation capability configuration and its influence on the relationship between perceived innovation requirement and organizational performance: Evidence from IT manufacturing companies. Journal of Manufacturing Technology Management, 29(8), 1316–1331. https://doi.org/10.1108/JMTM-03-2018-0097
Sugianto, A., & Rahman, S. (2019). The Effect of Product Quality, Price, and Promotion on Purchase Decision of Shinyoku Lights at CV. Sinar Abadi Pekanbaru. Procurio: Jurnal Ilmiah Manajemen, 7(2), 174–184.
Vol, S. D., & Limited, E. P. (2017). Sustainability and luxury fashion products: Factors that influence purchase decisions of Chinese consumers. Strategic Direction, 33(11), 16–19. https://doi.org/10.1108/SD-08-2017-0132
Welch, J. (2014). You Had Me at Hello The Use of Narrative in Building a Charismatic Leader Reputation. International Journal on Leadership, 2(2), 9–21. https://search.proquest.com/docview/1845256136?accountid=31533
Yoo, J. W., & Jin, Y. J. (2015). The effects of leader image on national reputation: Influence of Chinese presidents Hu Jintao and Xi Jinping on Korean perceptions and Attitudes toward China. Corporate Reputation Review, 18(1), 50–64. https://doi.org/10.1057/crr.2014.20
Yusheng, K., & Ibrahim, M. (2020). Innovation Capabilities, Innovation Types, and Firm Performance: Evidence From the Banking Sector of Ghana. 301. https://doi.org/10.1177/2158244020920892
Zhang, H. Y., Zhou, R., Wang, J. Q., & Chen, X. H. (2016). An FMCDM approach to purchasing decision-making based on cloud model and prospect theory in e-commerce. International Journal of Computational Intelligence Systems, 9(4), 676–688. https://doi.org/10.1080/18756891.2016.1204116
