The Linkage of Perceived CSR, Corporate Reputation, Organizational Commitment, and Purchase Intention

Abstract

The ongoing pandemic has resulted in various parties being affected both economically and socially. This makes social issues become very sensitive. For companies, efforts that can be made to help deal with the pandemic while improving performance are CSR (corporate social responsibility). Some literature proves the positive influence of CSR on company reputation, organizational commitment, and purchase intention. Therefore, this study aims to analyze the relationship between perceived CSR to company reputation, organizational commitment, and purchase intention. The type of this study is quantitative research with primary data obtained through distributing questionnaires on 310 employees in the Indonesian cement industry. The data analysis in this study is carried out using a structural equation modeling with SmartPLS software. The results of the analysis show that perceived CSR has a significant influence on corporate reputation, organizational commitment, and purchase intention. The findings also prove that there is a significant influence of corporate reputation and organizational commitment on purchase intention. This research also provides some strategic suggestions for companies in the cement industry to improve their reputation, commitment, and purchase intention of their consumers. This study contributes to broader exploration of a research model related to the positive impact of CSR on the company's internal aspects, namely organizational commitment and purchase intention, and external aspect, namely the corporate reputation.

Received: 25 October 2021 / Accepted: 2 February 2022 / Published: 5 March 2022