THE ROLE OF BRAND QUALITY IN MEDIATING THE RELATIONSHIP BETWEEN SOCIAL RESPONSIBILITY AND CONSUMER PREFERENCE

Abstract: The biggest concern about the role of the company in serving the community is by increasing the sensitivity and concern for the environment and ethical issues. Corporate social responsibility in the form of environment, community, and stakeholders are some efforts to build customer relationships at Holiday Inn Benoa Bali Hotel. The purpose of this study is to explain the effect of corporate social responsibility (environment, community, and stakeholders) on consumer preferences, and test the quality of the brand as its mediation. Direct impact test results found that environmental responsibility, community responsibility, and stakeholder responsibility have a positive and significant impact on consumer preferences. Other results also have community and stakeholder responsibility positively affecting brand quality, but environmental responsibility is found to have no effect on brand quality. The quality of brand also has a positive and significant impact on consumer preferences. The results of mediation tests indicate that brand quality only mediates the relationship between stakeholder responsibilities to consumer preferences, but not on the relationship between environmental and community responsibility to consumer preferences. Keywords: Social responsibility, brand quality, consumer preferences.