Tesis ini meneliti bagaimana tanggung jawab sosial perusahaan mempengaruhi reputasi perusahaan dan intensi perilaku konsumen. Penelitian ini adalahpenelitian kuantitatif. Data dikumpulkan melalui penyebaran kuesioner ke mahasiswa dan pegawai. Hasil penelitian menunjukkan adanya pengaruh positif tanggung jawab sosial terhadap reputasi perusahaan dan reputasi perusahaan terhadap intensi perilaku. Ada dua implikasi manajerial bagi Danone AQUA, yaitu melakukan edukasi tentang tanggung jawab sosial kepada publik sehingga mereka lebih mengenal tren yang sedang berkembang dalam komunikasi pemasaran ini, dan melakukan lebih banyak kampanye program tanggung jawab sosial Danone AQUA, terutama dengan pendekatan bentuk donasi
The main topic of this research is how corporate social responsibility affects company reputation and consumer behavioral intention on product evaluation. This research is a quantitative research. Data were collected by distributing questionnaires to college students and employees. The study shows that there is a positive effect of corporate social responsibility on company reputation and company reputation on behavioral intention. Two managerial implications for Danone AQUA are drawn, i.e the necessity of public education on corporate social responsibility to make them more familiar and knowledgeable on this emerging trend in marketing communication; and set up a campaign of company social responsibility program, particularly in the form of financial donation.
