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Submitted
17 July 2026
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18 July 2026
Published
18 July 2026
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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh environmental, social, and governance (ESG), media, dan transparansi rantai pasokan terhadap kepercayaan pelanggan pada brand. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 114 responden, yang dianalisis menggunakan structural equation modeling–partial least squares (SEM-PLS) melalui perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa transparansi rantai pasokan berpengaruh positif dan signifikan terhadap kepercayaan pelanggan, diikuti oleh ESG yang juga berpengaruh signifikan, sedangkan media tidak berpengaruh signifikan terhadap kepercayaan pelanggan. Temuan ini mengindikasikan bahwa pelanggan lebih mengutamakan keterbukaan informasi dan implementasi nyata praktik ESG dibandingkan komunikasi melalui media dalam membangun kepercayaan terhadap suatu brand. Oleh karena itu, perusahaan perlu meningkatkan transparansi rantai pasokan dan penerapan ESG secara konsisten untuk memperkuat kepercayaan pelanggan.

Keywords

ESG media transparansi rantai pasokan kepercayaan pelanggan SEM-PLS

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Copyright (c) 2026 Fadel Fauzan Nazhima, Al Hasin

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How to Cite
Nazhima, F. F., & Hasin, A. (2026). Pengaruh Supply Chain Berbasis Environmental, Social, and Governance terhadap Kepercayaan Pelanggan pada Brand. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(4), 72–83. Retrieved from https://journal.uii.ac.id/selma/article/view/51065
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