Analyzing the Effect of Csr Program of Pt Paragon in National Independence Day Ceremony on Purchase Intention

This study analyzes the impact of the Corporate Social Responsibility (CSR) program of PT Paragon Technology and Innovation specifically the rental of Taman Mini Indonesia Indah (TMII) and employees’ participation as flag ceremony officers on consumer purchase intention. The model views CSR as an independent variable influencing perceived value (social and emotional), which then affects consumer trust and satisfaction as mediators, ultimately driving purchase intention. This study employs a mixed-method design using a sequential exploratory approach. First, a qualitative content analysis was conducted to examine TikTok user comments related to the CSR program, from which key themes and categories were identified. These qualitative categories were then converted into binary numerical indicators for further quantitative testing. In the subsequent quantitative phase, the binary-coded indicators were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to examine causal relationships and mediating effects between variables. This mixed-method integration allowed qualitative insights from user comments to inform the development of quantitative measures for the SEM analysis. Results show that while CSR drew significant public attention, its direct effect on perceived value was weak and not significant. Perceived value, however, had a strong positive impact on trust and satisfaction. Indirect effects of CSR on purchase intention via value, trust, or satisfaction were not significant, with only a small but significant direct effect of CSR on purchase intention. This study contributes to CSR and consumer behavior literature by combining social media content analysis with PLS-SEM modeling, providing novel empirical insights from brief consumer comments.