The purpose of this study are to examine a model that link relationships between Corporate Social Responsibility (CSR), corporate reputation, perceived risk, and intention to buy. The proposed model examined in unsought product consumer purchase decision. Cigarette product that produced by PT. Djarum was used in this study. PT. Djarum is one of the largest cigarette company in Indonesia that implemented many CSR programs include educational initiatives. This research was conducted in the Faculty of Economics and Business Diponegoro University as a recipient of PT. Djarum implemented CSR initiative through “Bakti Pada Negeri” program. Research conducted by survey method through distributed questionaires to the 209 university students in Faculty of Economics and Business Diponegoro University. Nonprobability sampling method with convenience sampling technique used to recruit the respondents. Using structural equations model to examine the proposed model, this research indicated that CSR influenced corporate reputation significantly, CSR did not influenced perceived risk, corporate reputation influenced perceived risk significantly, CSR did not influenced intention to buy, perceived risk influenced intention to buy significantly, and corporate reputation did not influenced intention to buy.