EXPLORING THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON PURCHASE INTENTION VIA CUSTOMER SATISFACTION IN FAST FOOD FOR GENERATION Z IN INDONESIA

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Vol. 12 No. 11 (2024): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Published: Dec 21, 2024
Keywords:
Corporate Social Responsibility,
Purchase Intention,
Satisfaction,
Generasi Z,
Fast food,
Indonesia

Main Article Content

Athalla Rafif Rabbani
Universitas Trisakti
Willy Arafah
Universitas Trisakti

Abstract

Abstract
This study aims to analyze the impact of perceived Corporate Social Responsibility (CSR) on purchase intention through satisfaction among Generation Z consumers in Indonesia, specifically in the context of fast food. With the increasing social awareness of society, especially among Generation Z, consumers are now considering the ethical values and social impact of the brands they choose. The research method used was a survey with a cross-sectional explanatory approach, involving 200 respondents from Generation Z. The results of the analysis show that there is a positive relationship between ethical values and the social impact of brands. The analysis shows that there is a positive relationship between CSR perception and satisfaction, as well as between satisfaction and purchase intention. This research contributes to companies formulating effective marketing strategies by considering Generation Z's expectations and preferences towards CSR initiatives.
Keywords: Corporate Social Responsibility, Purchase Intention, Satisfaction, Generasi Z, Fast food, Indonesia.

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Rabbani, A. R., & Arafah, W. (2024). EXPLORING THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON PURCHASE INTENTION VIA CUSTOMER SATISFACTION IN FAST FOOD FOR GENERATION Z IN INDONESIA. Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 12(11), 151–160. https://doi.org/10.8734/musytari.v12i11.11912
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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Author Biographies

Athalla Rafif Rabbani, Universitas Trisakti

Manajemen, Universitas Trisakti

Willy Arafah, Universitas Trisakti

Manajemen, Universitas Trisakti

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