Corporate Social Responsibility, Purchase Intention, Corporate Image in State-Owned-Enterprises of Banking Sector

Abstract

The large number of State-Owned Enterprises banks makes an intense competition between companies. This competition triggers companies to improve their reputation as one of competitiveness excellences. The improvement of reputation can be conducted through the implementation of CSR strategy.  This study was aimed to find out the influence of CSR to purchase intention through corporate image (Case Study in SOEs of Banking Sector). The research method used was explanatory quantitative study with Structural Equation Modelling (SEM) using SMART PLS 2.0. The study results showed that contribution of CSR (X) totally influenced which directly affected on corporate image (Y) was 61.04%. The remaining 38.96% was influenced by other factors that cannot be explained. Meanwhile, the contribution of CSR (X) and corporate image (Y) simultenously influenced on that directly affected purchase intention (Z) was 0.676 = 67.6%. The remaining 32.4% was influenced by other factors that cannot be explained in this study.