Please take a moment to complete this survey below
Library's collection Library's IT development CancelThe concept of Consumer Social Responsibility has gained deeper interest by the
society in this 21st century. As the society expectation grows, CSR has become an important
part of company strategy which serves as a powerful brand differentiator that able to enhance
positive brand image in the consumers' eyes. The success of Starbucks Company in the US
and Europe after their transformative CSR initiatives, which pillared on ethical and philanthropic
dimension, has proven on how powerful the impact that CSR has to their brand image. As this
topic is not yet explored in Indonesia, this research aims to see whether the same impact of
Starbucks CSR happened to the consumers in Indonesia.
The total of 100 data are collected via online to Starbucks consumer in Indonesia
who aware of Starbucks CSR initiatives with convenience sampling method. By conducting a
linear regression, the result indicates that there are positive relationships between CSR ethical
and philanthropic activity, altogether and individually, with Starbucks' brand image.