Pengaruh Brand Image & Cause-Brand Congruence Terhadap Recommendation Intention Dengan Purchase Intention Sebagai Variabel Mediasi Studi Kasus Telkomproperty

Gigih Prihantoro, Antonius (2026) Pengaruh Brand Image & Cause-Brand Congruence Terhadap Recommendation Intention Dengan Purchase Intention Sebagai Variabel Mediasi Studi Kasus Telkomproperty. Thesis thesis, Universitas BPD.

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Abstract

In an increasingly socially accountable business landscape, Conscientious Purpose-Driven Branding strategies are crucial for building loyalty. This study aims to examine the influence of Brand Image and Cause-Brand Congruence on Recommendation Intention, with Purchase Intention as a mediating variable among TelkomProperty customers. A quantitative method with a survey approach was employed, and data from 100 respondents were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that Brand Image has a significant positive effect on both Purchase Intention and Recommendation Intention. Cause-Brand Congruence has a very strong positive effect on Purchase Intention but no direct effect on Recommendation Intention. Purchase Intention has a strong positive effect on Recommendation Intention and acts as a full mediator between Cause-Brand Congruence and Recommendation Intention, and as a partial mediator between Brand Image and Recommendation Intention. The model demonstrates high predictive power, with an R² of 0.843 for Recommendation Intention. The key managerial implication is the importance of strengthening authentic communication regarding the alignment between the brand and its social purpose to foster purchase intention, which in turn becomes the primary pathway to enhancing customer recommendations.

Item Type:	Thesis (Thesis)
Uncontrolled Keywords:	Brand Image, Cause-Brand Congruence, Purchase Intention, Recommendation Intention, Purpose-Driven Branding, PLS-SEM
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	13 Mar 2026 06:18
Last Modified:	13 Mar 2026 06:18
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/3026

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