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<title><![CDATA[PENGARUH SOCIAL MISSION TERHADAP SERVICE QUALITY, BRAND IMAGE, DAN INTENTION TO BUY MENGGUNAKAN METODE SEM-PLS]]></title>
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<note>Perusahaan memiliki tanggung jawab terhadap stakeholder dalam segala aspek mencakup aspek ekonomi, sosial, dan lingkungan. Social mission merupakan bentuk tanggung jawab perusahaan untuk membantu masyarakat yang dapat meningkatkan kualitas pelayanan serta citra perusahaan. Penerapan social mission pada perusahaan diimplementasikan melalui Corporate Social Responsibility (CSR). Salah satu perusahaan dalam bidang industri manufaktur yang menerapkan social mission adalah CV Rabbani Asysa. Social mission, service quality, dan brand image dapat meningkatkan intention to buy seseorang terhadap produk perusahaan. Tujuan penelitian adalah identifikasi pengaruh social mission terhadap service quality, brand image dan intention to buy pada Rabbani. Pengambilan data dilakukan dengan kuesioner dan diperoleh data dari 100 responden, kemudian diolah menggunakan SEM-PLS. Hasil penelitian menunjukkan terdapat pengaruh yang signifikan diantara variabel social mission terhadap service quality, brand image dan intention to buy, serta service quality terhadap brand image dan brand image terhadap intention to buy. Upaya peningkatan pendapatan perusahaan Rabbani perlu memperhatikan faktor-faktor social mission, service quality, dan brand image. Saran rekomendasi diantaranya meliputi, peningkatan pada produk dari kegiatan misi sosial, sikap ramah karyawan, serta ciri khas merek sebagai bagian dari social mission, kualitas pelayanan dan brand image untuk meningkatkan service quality, brand image, dan intention to buy Rabbani.</note>
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