CSR DONATION AMID THE PALESTINE-ISRAEL CONFLICT: THE MEDIATING ROLES OF BRAND IMAGE AND ETHICAL CONSUMERISM ON BRAND AWARENESS IN INDONESIA’S LOCAL BEAUTY INDUSTRY

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Miranda Paramesti, Zharfa (2025) CSR DONATION AMID THE PALESTINE-ISRAEL CONFLICT: THE MEDIATING ROLES OF BRAND IMAGE AND ETHICAL CONSUMERISM ON BRAND AWARENESS IN INDONESIA’S LOCAL BEAUTY INDUSTRY. Graduate thesis, Institut IPMI.

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Abstract

Corporate Social Responsibility (CSR) have emerged to becoming a critical component of brands strategy, especially in the wake of global phenomenon happening, where a brand’s dedication to ethical practices may differentiate them from rivals.. The objective of this study will be focusing on the CSR donation done by local beauty brands in Indonesia, and exploring the effect to brand image, brand awareness, and ethical consumerism. The research’s novelty lies in its approach on understanding the effectiveness of CSR donation to brand outcome, through the lens of consumers that implies ethical consumerism. The sole independent variable of this study is CSR donation, with brand awareness as the dependent variable, and brand image and ethical consumerism as the mediating variable. Using a sample of 100 local beauty brands user in the Jabodetabek Area with the age range of Gen Z and Millennials through purposive sampling and mixed quantitative and qualitative data, analysed using PLS-SEM. The result indicates that CSR Donation has a significant direct influence on Brand Image and Ethical Consumerism of local beauty brands in Indonesia. The mediating variable of Brand Image within the relationship of CSR Donation and Brand Awareness also shows a significant influence. This study also provides recommendations for brand owners on effectively incorporating CSR strategies in their business to enhance their brand’s image and awareness among consumer that practices ethical consumerism. Keywords : Corporate Social Responsibility (CSR), Brand Image, Brand Awareness, Ethical Consumerism, Beauty Industry

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 17 Dec 2025 03:39
Last Modified: 17 Dec 2025 03:39
URI: http://repository.ipmi.ac.id/id/eprint/2896

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