Pengaruh Kesadaran Lingkungan dan Shared Value Corporate Social Responsibility Terhadap Niat Beli Ulang (Studi Pada Kfc Indonesia)

The relation between environmental awareness and shared value corporate social responsibility to repurchase intention (study of KFC indonesia)

Permasalahan lingkungan menjadi masalah yang sulit untuk di pecahkan, Indonesia merupakan negara dengan penyumbang sampah plastik di lautan terbesar kedua dunia. Sebagian besar sampah tersebut berasal dari sedotan plastic sekali pakai. Kondisi tersebut menyebabkan masyarakat khawatir sehingga beralih ke produk atau layanan yang perusahaannya bertanggung jawab terhadap lingkungan. KFC merupakan perusahaan restaurant cepat saji yang melakukan kegiatan CSR dengan mengadakan gerakan #nostrawmovement. Kegiatan ini bertujuan membangun kesadaran masyarakat terhadap bahaya sampah sedotan plastic sekali pakai. Penelitian ini adalah penelitian kuantitatif dengan desain penelitian kausalitas untuk menentukan pengaruh kesadaran lingkungan dan shared value Corporate social responsibility terhadap niat beli ulang KFC (Studi pada KFC Indonesia). Teknik pengambilan sampel pada penelitian ini menggunakan judgmental sampling dengan ukuran sampel 200 responden yang merupakan konsumen KFC. Yaitu, Konsumen KFC yang pernah membeli minimal 2 kali. Hasil penelitian ini menunjukkan tidak ada pengaruh antara kesadaran lingkungan terhadap niat beli ulang KFC dan  ada pengaruh signifikan positif antara shared value Corporate social responsibility terhadap niat beli ulang KFC.

Litter is an endless environmental issue that puzzled the mind, with that being said Indonesia is however still manage to put salt on the wound by contributing as second largest plastic based garbage producer in the world. Most of those plastic outcast were plastic straw disposable. This situation naturally motivate environmental-caring consumer to turn their back to those of environmentally careless service provider and put their attention only for companies and businesses with a correct manner of responsibility to the environmental impact. Kentucky Fried Chicken (KFC) is a fast food restaurant performing a Corporate Social Responsibility (CSR) program called #nostrawmovement to educate the public about the menace of non-reusing plastic straw behavior, thus expected to encourage them to did not use plastic straw anymore.This work present a quantitative study with causality study by design to determine the relationship between environmental awareness alongside shared value Corporate Social Responsibility (CSR) to repurchase intentions of KFC (a study of KFC Indonesia). The sampling method that deployed in this work is judgmental sampling with sample width of 200 respondent KFC’s consumer. All the respondents at least buy the KFC’s product twice. The result of this study showed that there is no connection between environmental awareness and buy back willingness of KFC’s product, and also there is a significant positive leverage from Shared Value Corporate Social Responsibility (CSR) to repurchase intention of KFC’s product.