Alfiyanus, Edo Wijaya and Magdalena, Nonie (2012) DESAIN EKSPERIMENTAL:PENGARUH PENGKOMUNIKASIAN SEJARAH CSR PADA PERSEPSI KONSUMEN DALAM MENGATASI PUBLISITAS NEGATIF: CONSUMER SUPPORT SEBAGAI VARIABEL COVARIATE. Jurnal Manajemen, 11 (2). pp. 1-14. ISSN 1411-9293
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20. Edo_Nonie_DESAIN EKSPERIMENTAL PENGARUH PENGKOMUNIKASIAN SEJARAH CSR PADA PERSEPSI KONSUMEN ....pdf - Published Version Restricted to Registered users only Download (100kB) |
Abstract
The negative publicity is a threat that cannot be avoid and predicted by the company. When the negative publicity to attack a company then directly to damage a company’s reputation. The company needs strategy to react quickly and right in the face of the negative publicity. CSR activities can becomes strategy that effective to fight the negative publicity. This research goal seeking to test and to analysis influence the communicating of CSR history on consumer perceptions in resisting the negative publicity and consumer support can be used as a variable covariate. The kind of research is design experimental using 2 (two) scenario as treatments. A method of data analysis use Analysis of Covariance (ANCOVA). As a whole research showed that the presence of influence the communicating of CSR history on consumer perceptions, and consumer support are proven can increase influence on consumer perceptions. This research also proves that the communicating of long CSR history can be a means of communication that is effective to counter the negative publicity.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Negative Publicity, The communication of CSR History, Consumer Perceptions, and Consumer Support. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi > S-1 Manajemen |
| Depositing User: | admin LPPM |
| Date Deposited: | 11 Sep 2017 01:42 |
| Last Modified: | 12 Sep 2017 03:22 |
| URI: | http://repository.lppm.maranatha.edu/id/eprint/291 |
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