The Analysis of Corporate Social Responsibility Implementation Effects towards Price Fairness, Trust and Purchase Intention at Oriflame Cosmetics Product in Surabaya

This research aims to clarify the effect of Corporate Social Responsibility (CSR) on price fairness, trust, and purchase intention to the Oriflame cosmetics brand in Surabaya. This study is causal descriptive, the number of samples are 111 respondents, and the data analysis technique is the structural equation models. The findings in this study are: while the CSR's influence on the price fairness and trust are proven, its effect on the purchase intention is not. The price fairness and trust influence positively the purchase intention so they can mediate the CSR and the purchase intention to the Oriflame brand products.