Peran CSR Dalam Mempengaruhi Pembelian Impulsif di Masa Pandemik

Andreas Wijaya, Anthony Japutra, Anthony Japutra


Data collection from world meters shows 6 months after announcement of the corona pandemic, several countries began to experience handling of corona cases which began to decline, however this was not the same as the results for several other countries, some countries showed cases that were increasing from day to day. data from the Central Statistics Agency (BPS) reported that the country's gross domestic product (GDP) in the second quarter of 2020 was minus to 5.32 percent. On a quarterly basis, the economy contracted 4.19 percent and cumulatively contracted 1.26 percent. Because of this, many companies are looking for ways to increase purchases. Scrutinized the data, the increase in the use of CSR has soared, proactively many companies have begun to engage in various CSR activities. One of the companies that are aggressively implementing CSR programs in helping others is online transportation providers; gojek. By providing the option of providing food to ojol partners (online motorcycle taxis) several options are offered to provide assistance. The sampling technique used in this study is to use a non-probability sampling method, which is a sampling technique that does not provide equal opportunities for each member of the population to selected to be the sample. Measurement of data in this study was carried out using a Likert scale. The development of this instrument contains a total of 16 attributes developed from each variable as a measurement basis for data collection with the sample used in this study being consumers who have the Gojek application. The data collected will be processed with SPSS software for data analysis in testing the validity, reliability, classical assumptions as verification of the strength of the research.


CSR, Pembelian impulsif, Gojek, Covid-19

Full Text:



Baron, D. P. (2007). Corporate social responsibility and social entrepreneurship. Journal of Economics and Management Strategy.

Chahal, H., & Sharma, R. (2006). Implications of corporate social responsibility on marketing performance: A conceptual framework. Journal of Services Research.

Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science.

Farooq, O., Payaud, M., Merunka, D., & Valette-Florence, P. (2014). The Impact of Corporate Social Responsibility on Organizational Commitment: Exploring Multiple Mediation Mechanisms. Journal of Business Ethics.

Flammer, C. (2013). Corporate social responsibility and shareholder reaction: The environmental awareness of investors. Academy of Management Journal.

Galbreath, J. (2009). Building corporate social responsibility into strategy. European Business Review.

Hayat, K., Jianjun, Z., Zameer, H., & Iqbal, S. (2020). Understanding the influence of corporate social responsibility practices on impulse buying. Corporate Social Responsibility and Environmental Management.

Haynes, K., Murray, A., & Dillard, J. (2012). Corporate social responsibility. Corporate Social Responsibility: A Research Handbook.

Hilal, M. I. M., & Gunapalan, S. (2019). Drivers of Impulse Buying at Retail Stores: Mediating Role of Customers’ Loyalty. Asian Social Science.

Hildebrand, D., Demotta, Y., Sen, S., & Valenzuela, A. (2017). Consumer responses to corporate social responsibility (CSR) contribution type. Journal of Consumer Research.

Kitzmueller, M., & Shimshack, J. (2012). Economic perspectives on corporate social responsibility. Journal of Economic Literature.

Kolk, A. (2016). The social responsibility of international business: From ethics and the environment to CSR and sustainable development. Journal of World Business.

Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management. Marketing Management.

Lee, K. H., & Shin, D. (2010). Consumers’ responses to CSR activities: The linkage between increased awareness and purchase intention. Public Relations Review.

Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer Satisfaction, and market value. Journal of Marketing.

Öberseder, M., Schlegelmilch, B. B., & Murphy, P. E. (2013). CSR practices and consumer perceptions. Journal of Business Research.

Park, J., Lee, H., & Kim, C. (2014). Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers’ perspectives. Journal of Business Research.

Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of Business Research.

Sharma, E. (2019). A review of corporate social responsibility in developed and developing nations. Corporate Social Responsibility and Environmental Management.

Sharma, S., Sharma, J., & Devi, A. (2011). Corporate social responsibility: The key role of human resource management. In Human Resource Management: Issues, Challenges and Opportunities.

Vlachos, P. A., Tsamakos, A., Vrechopoulos, A. P., & Avramidis, P. K. (2009). Corporate social responsibility: Attributions, loyalty, and the mediating role of trust. Journal of the Academy of Marketing Science.

Wijaya, A. (2019). Metode Penelitian Menggunakan Smart PLS 03 (1st ed.). Jakarta: Innosains.



  • There are currently no refbacks.

Copyright (c) 2021 Business Management Journal

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Lantai 3, Ruang Akademik Program Studi Manajemen - Universitas Bunda Mulia
Jl. Lodan Raya No. 2, Ancol – Jakarta Utara 14430, Indonesia
Telp: +62 21 692 9090 ext.1364