CORPORATE SOCIAL RESPONSIBILITY IMPACT ON PRODUCT BUYING WILLINGNESS OF FIRM FROM A DEVELOPING COUNTRY IN A DEVELOPED COUNTRY’S MARKET: THE CASE OF INDONESIAN PRODUCT IN THE NETHERLANDS

• Main Author: Ramadhani Mufti, Baginda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72139
• Institution: Institut Teknologi Bandung

An unfavorable perception of products from developing countries has been a problem for firms from developing countries in gaining buying willingness in developed countries’ markets. On the other hand, empirical studies state that there is a relationship between corporate social responsibility (CSR), brand image and buying willingness. With brand image acting as the mediator variable, this paper uses the relationship between these three variables to investigate whether it is true that CSR can increase the buying willingness of product from developing countries in the developed countries market, in this case Indonesian product in the Netherlands. This research hypothesizes that CSR can have a direct and indirect positive impact on buying willingness through brand image. The study reveals the data supporting the hypotheses with a total of 228 respondents. The insights of this study can give more options for firms from developing countries on formulating their strategies in internationalizing to developed countries’ markets.