Analysis of Sales Promotion and Influence of Corporate Social Responsibility for Brand Image and Its Impact to Usage Behavior of BNI Credit Cards

Abstract

In this modern era, credit cards are not only payment but also lifestyle for some people. The use of credit cards cannot be separated from the promotion that is given by the bank. In addition, CSR is mandatory for every company as a social responsibility to the environment. CSR itself is useful to create a positive image of the industry or institution brand. This study analyzed the effect of Sales Promotion and CSR to Usage Behavior through Brand Image as a mediator in Bank BNI. The purpose of this study is to look at the effects produced between variables by using path analysis so that BNI can increase strategy in its efforts to increase the use of credit cards.