Pengaruh Corporate Ability dan Corporate Social Responsibility terhadap Evaluasi Konsumen (Studi Produk Tolak Angin PT. Sidomuncul di Kota Semarang)

Abstract

This study aims to investigate the influence of corporate abiliy and corporate social responsibility on consumer evaluations.The population in this research is the community Semarang user product Tolak Angin PT. Sidomuncul. Samples were taken as much as 85 respondents, the data collection technique using non-probability sampling method by purposive sampling technique. The method of data collection is done field research methods through observation, interviews with the questions and answers directly to the respondents , a list of questions (questionnaire) and the method of literature. Analysis of the data used is to use a validity test, reliability test, descriptive statistical analysis. Furthermore, in the analysis using multiple linear regression techniques. From the analysis in the corporate ability to know that a significant effect to evaluate the product and corporate social responsibility have a significant effect to evaluate the product. This study is expected to be overview of further research, if the same variable menggnakan this study to be more detailed and in-depth by taking into account the level of education and research dissemination city