Pengaruh Corporate Social Responsibility terhadap loyalitas pelanggan
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Abstract
Penelitian bertujuan menganalisis pengaruh corporate social responsibilty (CSR) terhadap loyalitas merek, dan menganalisis kesadaran merek, brand attitude dan kepuasan pelanggan sebagai mediasi CSR terhadap loyalitas merek. Menggunakan pendekatan penelitian kuantitatif, eksplanatory research. Variabel penelitian terdiri dari CSR, kesadaran merek, brand attitude, kepuasan pelanggan, dan loyalitas merek. Teknik pengumpulan data menggunakan survei online terhadap 115 konsumen pakaian yang dilakukan secara random. Hasil penelitian menunjukkan CSR memiliki pengaruh positif terhadap loyalitas merek, selanjutnya kesadaran merek dan kepuasan konsumen menjadi mediasi pengaruh CSR terhadap loyalitas merek, sedangkan brand attitude tidak memediasi pengaruh CSR terhadap loyalitas merek.
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References
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