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IJSTR >> Volume 8 - Issue 1, January 2019 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

The Effect Of Socially Responsible Marketing On Corporate Reputation Pt Bank Negara Indonesia In Malang Regency (Study On Branchless Banking Agent In Pt Bni)

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Megasari Kumala Wibowo, Fatchur Rohman, Risna Wijayanti



Socially Responsible Marketing, Corporate Reputation, Perceived Value,Brand Image, Partial Least Square.



The purpose of this study to determine the effect of Socially Responsible Marketing on the Corporate Reputation of PT Bank Negara Indonesia which was mediated by brand Image and Perceived Value in Branchless Banking agent activities in Malang Regency. Activity of Branchless Banking agent Agent is one of the government programs established by Otoritas Jasa Keuangan (OJK) and Bank Indonesia as a non-Office financial service program in the context of inclusive finance, namely to provide banking services or other financial services through cooperation with other participants (bank agents). The research instrument used was a questionnaire given directly to the Bank Negara Indonesia (BNI) Branchless Banking Agent then, analyzed using SmartPLS. The population of this research is the peoples of Malang Regency who have been registered as Branchless Banking agent in BNI (Agen46) for 1 year and the number of samples obtained is in accordance with the research criteria as many as 176 correspondents. The technique used in this study is probability sampling with a simple random sampling method. The research findings show that Socially Responsible Marketing does not have a direct influence on Corporate Reputation so that other variables are needed as mediation. Brand Image is able to mediate Socally Responsible Marketing and Corporate Reputation. While the Perceived Value is not able to mediate the relationship between Socially Responsible Marketing and Corporate Reputation. Other results show Socially Responsible Marketing has a significant influence on Perceived Value, Socially Responsible Marketing has a significant influence on Brand Image. But Perceived Value does not have a significant effect on Corporate Reputation.



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