Social Responsibility On Purchase Intention Based On Customer Company Identification




Social responsibility is achieving goals for the community, one of which is purchase intention, which is influenced by customer company identification, trust, general attitude, and purchase intention based on the sustainability theory on marketing, especially when companies maintain their status and standing in the business world. This study aims to determine the effect of the relationship between hypotheses on bottled mineral water products from the research gap. The object research focused on bottled mineral water product companies with the subject of bottled mineral water consumers from all walks of life. This research used Structural Equation Modeling (SEM) with 232 respondents who participated in responding to the research questionnaires. The results of the study indicate the rejection of one hypothesis that connects the influence between trust and purchase intention on bottled mineral water products due to privacy issues among consumers.

Author Biography

Endy Gunanto Marsasi, Universitas Islam Indonesia

Dr. Endy Gunanto Marsasi, MM merupakan Dosen manajemen pemasaran di Fakultas Bisnis dan Ekonomika Universitas Islam Indonesia (FBE UII). Menyelesaikan pendidikan S1 (UGM) di tahun 1995,  dan S2 dari program Magister Manjemen FEB Universitas Gadjah Mada pada tahun 1998, dan menyelesaikan pendidikan Doktor ilmu Manajemen dengan konsentrasi pemasaran di  FEB Universitas Gadjah Mada pada tahun 2010. Saat ini penulis mengajar untuk tingkat sarjana dan Magister Manajemen Fakultas Bisnis dan  Ekonomika UII untuk mata kuliah konsentrasi pemasaran. Penulis juga menjabat sebagai pengurus Indonesia Marketing Asosiasi (IMA) kebidangan sertifikasi dan akademik untuk chapter Sleman 2019-2021 dan 2022-2024, dan dipercaya sebagai menjadi Dewan pengawas corporate pada salah satu perusahaan skala nasional. Penulis dipercaya sebagai ketua pengembangan kurikulum dan pelaksanaan Sekolah Manajer sebagai program pendukung Magister Manajemen MM FBE UII dengan peserta kalangan UMKM skala menengah ke atas. Beberapa tulisan di jurnal internasional dan nasional terakreditasi pernah dilakukan, dan menjadi reviewer pada beberapa jurnal.Saat ini penulis aktif melakukan penelitian di bidang perilaku konsumen yang berkaitan perkembangan perilaku pasar di era revolusi industri 4.0. Pengakuan sebagai peneliti dapat dikonfirmasi dari beberapa ID yang dimiliki yakni Id Sinta : 6805327;Id Google Scholar: jbFhpvIAAAAJ; Id Scopus:  57224778678; Id Researcher (WOS):  GQA-4768-2022; Id Garuda : 3306613; Id Orchid:


Badenes-Rocha, A., Ruiz-Mafé, C. and Bigné, E. (2019), “Engaging customers through user-and company-generated content on CSR”, Spanish Journal of Marketing-ESIC.

Barnett, M.L., Henriques, I. and Husted, B.W. (2020), “Beyond Good Intentions: Designing CSR Initiatives for Greater Social Impact”, Journal of Management, SAGE Publications Inc., Vol. 46 No. 6, pp. 937–964.

Boccia, F., Malgeri Manzo, R., and Covino, D. (2019), “Consumer behavior and corporate social responsibility”, An Evaluation by a Choice Experiment. Corporate Social Responsibility and Environmental Management, Vol. 26 No. 1, pp. 97–105.

Carroll, A.B. and Brown, J.A. (2018). “Corporate social responsibility: A review of current concepts, research, and issues. Corporate social responsibility.”.

Chae, H., Kim, S., Lee, J., and Park, K. (2020), “Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency”, Journal of Business Research, Vol. 120, pp. 398–406.

Chen, S., Studi Manajemen, P. and Ekonomi, F. (2022). Pengaruh Infuluencer Kecantikan dan Citra Merek terhadap Minat Membeli.

Chen, X., and Voigt, T. (2020), “Implementation of the Manufacturing Execution System in the food and beverage industry”, Journal of Food Engineering, Vol. 278, p. 109932.

Creswell, W. J., and Creswell, J.D. (2018), “Research Design: Qualitative, Quantitative adn Mixed Methods Approaches. In Journal of Chemical Information and Modeling”, SAGE Publications, Vol. 53 No. 9.

Cuong, D.T. (2020), “The role of brand trust as a mediator in the relationship between brand satisfaction and purchase intention”, International Journal of Psychosocial Rehabilitation, Vol. 24 No. 6, pp. 14726–14735.

Curvelo, I.C.G., de Morais Watanabe, E. A., and Alfinito, S. (2019), “Purchase intention of organic food under the influence of attributes, consumer trust and perceived value. Revista de Gestão.”

Deng, X., and Xu, Y. (2017), “Consumers’ responses to corporate social responsibility initiatives: The mediating role of consumer–company identification”, Journal of Business Ethics, Vol. 142 No. 3, pp. 515–526.

Dorp, M. (2019), “The Art of Corporate Storytelling: Exploring the effects of jargon and dramatic storytelling on reputation, trust and customer-company identification in the light of corporate stories (Bachelor’s thesis, University of Twente).”

Fatma, M., Khan, I., Kumar, V. and Shrivastava, A.K. (2022), “Corporate social responsibility and customer-citizenship behaviors: the role of customer–company identification”, European Business Review, Emerald Publishing, Vol. 34 No. 6, pp. 858–875.

Glaveli, N. (2020), “Corporate social responsibility toward stakeholders and customer loyalty: Investigating the roles of trust and customer identification with the company”, Social Responsibility Journal, Vol. 17 No. 3, pp. 367–383.

Gunawan, F., Ali, M. M., & Nugroho, A. (2019), “Analysis of the effects of perceived ease of use and perceived usefulness on consumer attitude and their impacts on purchase decision on PT Tokopedia in Jabodetabek”, European Journal of Business and Management Research, Vol. 4 No. 5.

Ha, H. Y., and Janda, S. (2014), “The effect of customized information on online purchase intentions”, Internet Research.

Hair, J.F., Black, W.C., Babin, B. J., and Anderson, R.E. (2019), “Multivariate Data Analysis Eighth Edition”.

Harrigan, M., Feddema, K., Wang, S., Harrigan, P., and Diot, E. (2021), “How trust leads to online purchase intention founded in perceived usefulness and peer communication”, Journal of Consumer Behaviour, Vol. 20 No. 5, pp. 1297–1312.

Hoque, M. Z., and Alam, M.N. (2018), “What determines the purchase intention of liquid milk during a food security crisis? The role of perceived trust, knowledge, and risk.”, Sustainability, Vol. 10 No. 10, p. 3722.

Hur, W.M., Kim, H., and Kim, H.K. (2018), “Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behaviour? The mediating roles of customer?company identification and affective commitment”, Corporate Social Responsibility and Environmental Management, Vol. 25 No. 6, pp. 1258–1269.

Jung, H.J., Choi, Y.J. and Oh, K.W. (2020), “Influencing factors of Chinese consumers’ purchase intention to sustainable apparel products: Exploring consumer ‘attitude–behavioral intention’ gap”, Sustainability, Vol. 12 No. 5, p. 1770.

Kelleci, A., and Y?ld?z, O. (2021), “A guiding framework for levels of sustainability in marketing”, Sustainability, Vol. 13 No. 4, p. 1644.

Kilbourne, W.E. and Beckmann, S.C. (1998), “Review and Critical Assessment of Research on Marketing and the Environment”, Journal of Marketing Management, Informa UK Limited, Vol. 14 No. 6, pp. 513–532.

Latapí Agudelo, M. A., Jóhannsdóttir, L., & Davídsdóttir, B. (2019), “A literature review of the history and evolution of corporate social responsibility”, International Journal of Corporate Social Responsibility, Vol. 4 No. 1, pp. 1–23.

Lunde, M.B. (2018), “Sustainability in marketing: A systematic review unifying 20 years of theoretical and substantive contributions (1997–2016)”, AMS Review, Vol. 8 No. 3, pp. 85–110.

Macready, A.L., Hieke, S., Klimczuk-Kocha?ska, M., Szumia?, S., Vranken, L. and Grunert, K.G. (2020), “Consumer trust in the food value chain and its impact on consumer confidence: A model for assessing consumer trust and evidence from a 5-country study in Europe”, Food Policy, Vol. 92, p. 101880.

Mercadé?Melé, P. and Fandos?Herrera, C., & Velasco?Gómez, S. (2021), “How corporate social responsibility influences consumer behavior: An empirical analysis in the Spanish agrifood sector”, Agribusiness, Vol. 37 No. 3, pp. 590–611.

de Morais Watanabe, E. A., Alfinito, S., Curvelo, I.C.G. and Hamza, K.M. (2020), “Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers”, British Food Journal, Vol. 122 No. 4, pp. 1070–1184.

Nave, A., and Ferreira, J. (2019), “Corporate social responsibility strategies: Past research and future challenges”, Corporate Social Responsibility and Environmental Management, Vol. 26 No. 4, pp. 885–901.

Neumann, H.L., Martinez, L.M. and Martinez, L.F. (2020), “Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention”, Sustainability Accounting, Management and Policy Journal.

Nguyen, N., and Pervan, S. (2020), “Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust”, Journal of Retailing and Consumer Services, Vol. 55, p. 102082.

Nurhayati, T., and Hendar, H. (2019), “Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness”, Journal of Islamic Marketing.

Pacheco, M.H., Kuriya, S.P., Capobiango, C.S., Pimentel, T.C., Cruz, A.G., Esmerino, E. A., and Freitas, M.Q. (2018), “Exploration of gender differences in bottled mineral water consumption”, A Projective Study of Consumer’s Perception in Brazil. Journal of Sensory Studies, Vol. 33 No. 4.

Paluri, R.A. and Mehra, S. (2018), “Influence of bank’s corporate social responsibility (CSR) initiatives on consumer attitude and satisfaction in India”, Benchmarking: An International Journal.

Pratiwi, H., Rosmawati, P., and Usman, O. (2019), “Effect of price, promotion, brand trust, and customer satisfaction on customer loyalty in packaging products mineral water aqua. Promotion, Brand Trust, and Customer Satisfaction on Customer Loyalty in Packaging Products Mineral Water Aqua”.

Priyana, A. and Siregar, S.L. (2018), “Influence Of Corporate Social Responsibility In Brand Image And Customer Loyalty Pt. Tirta Investama (Danone-Aqua).”

Raza, A., Saeed, A., Iqbal, M.K., Saeed, U., Sadiq, I. and Faraz, N.A. (2020), “Linking corporate social responsibility to customer loyalty through co-creation and customer company identification: Exploring sequential mediation mechanism”, Sustainability, Vol. 12 No. 6, p. 2525.

Shafieizadeh, K., Tao, C.W.W. (2020), “How does a menu’s information about local food affect restaurant selection? The roles of corporate social responsibility, transparency, and trust”, Journal of Hospitality and Tourism Management, Vol. 43, pp. 232–240.

Sharma, R., Jain, V. (2019), “CSR, trust, brand loyalty and brand equity: Empirical evidences from sportswear industry in the NCR region of India. Metamorphosis”, Vol. 18 No. 1, pp. 57–67.

Singhal, D., Jena, S.K. and Tripathy, S. (2019), “Factors influencing the purchase intention of consumers towards remanufactured products: a systematic review and meta-analysis”, International Journal of Production Research, Vol. 57 No. 23, pp. 7289–7299.

Souiden, N., Ladhari, R., and Zarrouk Amri, A. (2018), “Is buying counterfeit sinful? Investigation of consumers’ attitudes and purchase intentions of counterfeit products in a Muslim country”, International Journal of Consumer Studies, Vol. 42 No. 6, pp. 687–703.

Thøgersen, J. (2021), “Consumer behavior and climate change: Consumers need considerable assistance”, Current Opinion in Behavioral Sciences, Vol. 42, pp. 9–14.

Trudel, R. (2019), “). Sustainable consumer behavior. Consumer psychology review”, Vol. 2 No. 1, pp. 85–96.

Wolter, J.S., Bock, D., Smith, J. S., and Cronin Jr, J.J. (2017), “Creating ultimate customer loyalty through loyalty conviction and customer-company identification.”, Journal of Retailing, Vol. 93 No. 4, pp. 458–476.

Wong, S.L., Hsu, C. C., and Chen, H.S. (2018), “To buy or not to buy? Consumer attitudes and purchase intentions for suboptimal food.”, International Journal of Environmental Research and Public Health, Vol. 15 No. 7, p. 1431.

Wu, Y., and Zhu, W. (2021), “The role of CSR engagement in customer-company identification and behavioral intention during the COVID-19 pandemic”, Frontiers in Psychology, p. 3171.

Yuanita, A.D. and Marsasi, E.G. (2022), “The Effect of Brand Attachment, Brand Experience, and Self Image Congruence on the Purchase Intention of Luxury Brand”, Jurnal Ekonomi Bisnis Dan Kewirausahaan, Vol. 11 No. 3, p. 292.

Zaman, R., Jain, T., Samara, G., and Jamali, D. (2022), “Corporate governance meets corporate social responsibility”, Mapping the Interface. Business & Society, Vol. 61 No. 3, pp. 690–752.

Zikmund, B., and Griffin, C. (2009), Business Research Methods (8th Edition), Soth Western College.