PENGARUH CORPORATE SOCIAL RESPONSIBILITY, CONSUMER COMPANY IDENTIFICATION, BRAND PRESTIGE TERHADAP REPURCHASE INTENTION

This study aims to analyze the influence of Corporate Social Responsibility, Consumer Company Identification, Brand Prestige on Repurchase Intention. The subjects in this study were consumers who took education at a university in Yogyakarta and purchased Indofood products within the last 1 month, and were over 18 years old. This study used a sample of 133 respondents who were determined by purposive sampling technique. The analytical tool used in this study uses SEM which is operated using AMOS (Analysis of Moment Structure) software. The results of this study are the variable csr image has a positive effect on Brand Prestige, csr image has a positive effect on consumer company identification, CSR image has a positive effect on purchase intention, brand prestige has a positive effect on consumer company identification, brand prestige has a positive effect on purchase intention, consumer company. identification has a positive effect on purchase intention.