THE IMPORTANCE OF IMPLEMENTING CSR FOR COMPANIES

Abstract

This research aims to analyze the influence of perceived corporate social
responsibility on purchase intention through brand attitude and customer satisfaction. The unit of analysis used in this research is individuals aged 18 years and over, namely local brand skincare
users who implement CSR in Indonesia. I have purchased this brand at least twice in the last 6 months. This research uses a cross-sectional time dimension, which means data is collected only once, perhaps over several days, weeks or months to answer research questions. The analytical tool used is the structural equation model (SEM).