The Effect of Corporate Social Responsibility (CSR) on Purchase Decisions-Mediated Brand Awareness

Abstract

This study aims to analyze the influence of Corporate Social Responsibility (CSR) on consumer purchasing decisions, by paying attention to the role of brand awareness as an independent variable. The background of this research is based on the importance of CSR in influencing consumer perception and purchasing preferences, as well as increasing attention to social responsibility in the industry. The research uses a quantitative approach with the Structural Equation Modeling - Partial Least Square (SEM-PLS) method as an analysis tool. Data was collected from 60 respondents who were consumers of Aqua brand bottled drinking water products through the distribution of questionnaires. This study examines the influence of CSR on purchasing decisions and brand awareness separately. CSR is measured through three dimensions: economic, environmental, and social, while brand awareness and purchasing decisions are measured through indicators that reflect consumer preferences. The results of the analysis show that CSR has a positive and significant influence on consumer purchasing decisions. In addition, CSR also has a positive effect on brand awareness, but brand awareness does not mediate the relationship between CSR and purchase decisions. Thus, the impact of CSR on purchasing decisions occurs directly, without the mediating role of brand awareness. The practical implications of this study are the importance of companies continuing to develop strong CSR programs to directly influence consumers' purchasing decisions, in addition to increasing brand awareness as a stand-alone factor.

Keywords: Corporate Social Responsibility (CSR); Brand Awareness; Purchase Decisions; SEM-PLS.