Ni Nyoman Kerti Yasa, Putu Gde Sukaatmadja, I G.N. Jaya A. Widagda, I Putu Andika Angga Putra


The purpose of this study was to determine the effect of corporate social responsibility towards the customer
loyalty, mediated by corporate image. The population in this study was the customers of BPR. The number of
samples was 120 respondents by using purposive sampling method. The data analysis technique used was the
technique of path analysis and the Sobel test. The results of this study indicated that CSR had a positive and
significant impact on the corporate image and the customer loyalty of BPR in Denpasar. The variable of
corporate image was proved to be able to mediate the effects of CSR on BPR customer loyalty in Denpasar
significantly. The implication of this research was suggested to BPR industry in Denpasar to implement and
to communicate the CSR activities done to increase the corporate image and to increase the customer loyalty.


customer loyalty, corporate image, corporate social responsibility


Alves, H. & Raposo, M. 2010. The Influence of University Image on Student Behavior. International Journal of Educational Management, 24 (1): 73-85.

Amir, M.T. 2011. Manajemen Strategik: Konsep dan Aplikasi, Jakarta: Rajawali Pers.

Arifzen. 2013. Analisa Kualitas Pelayanan, Citra Perusahaan, dan Kepuasan serta Pengaruhnya terhadap Loyalitas Nasabah Bank Jambi Cabang Sungai Penuh. E-Jurnal Bung Hatta.

Blombäck, A. & Scandelius, C. 2013. Corporate Heritage in CSR Communication: A Means to Responsible Brand Image? Corporate Communications: An International Journal, 18(3): 362–382.

Duarte, A.P., Mouro, C., & Neves, J.G. 2010. Corporate Social Responsibility: Mapping its Social Meaning. Management Research: The Journal of the Iberoamerican Academy of Management, 8(2): 101– 122.

Bhattacharya, C.B. & Korschun, D. 2006. The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationship: A Field Experiment. Journal of the Academy of Marketing Science, 34(2): 158-166.

Bravo, R., Montaner, T., & Pina, J.M. 2012, Corporate Brand Image of Financial Institutions: A Consumer Approach. Journal of Product & Brand Management, 21(4): 232–245.

Carvalho, S.W., Sen, S., Marcio, O.M., & Lima, R.C. 2010. Consumer Reactions to CSR: A Brazilian Perspective. Journal of Business Ethics, 91(2): 291-310.

Chang, H.-S., Chen, T.-Y. & Tseng, C.-M. 2009. How Public-issue-promoted and Revenue- Related Types of Social Marketing Influence Customer-perceived Value in Taiwan’s Banking Industry. Journal of International Consumer Marketing, 21 (1): 35-49.

David, P., Kline, S. & Dai, Y. 2005. Corporate Social Responsibility Practices, Corporate Identity, and Purchase Intention: A Dual-process Model. Journal of Public Relations Research, 17(3): 291-313.

Dewi, S. 2011. Etika Bisnis: Konsep Dasar Implementasi dan Kasus. Denpasar: Udayana University Press.

Enquist, B., Johnson, M., & Skalen, P. 2006. Adoption of Corporate Social Responsibility – Incorporating A Stakeholder Perspective. Qualitative Research in Accounting and Management, 3(3): 188-207.

Ferdinand, A. 2002. Structural Equation Modelling dalam Penelitian Manajemen. Semarang: BP Universitas Diponegoro.

Ismail, A.R. & Spinelli, G. 2012. Effects of Brand love, Personality, and Image on Word of Mouth. Journal of Fashion Marketing and Management, 16(4): 386-398.

Kotler, P. & Lee, N. 2005. Corporate Social Responsibility: Doing the most good for your company and your cause. New Jersey: John Wiley & Son, Inc.

Lacey, R. & Kennet-Hensel, P.A. 2010. Longitudinal Effects of Corporate Social Responsibility on Customer Relationships. Journal of Business Ethics. 97(4): 581-597.

Lii, Y. & Lee, M. 2012. Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm. Journal of Business Ethics, 105(1): 69-81.

Lin, L. & Lu, C. 2010. The Influence of Corporate Image, Relationship Marketing, and Trust on Purchase Intention: The Moderating Effects of Word-of-mouth. Tourism Review, 65(3): 16-34.

Liu, M.T., Wong, I.A., Shi, G., Chu, R., & Brock, J.L. 2014. The Impact of Corporate Social Responsibility (CSR) Performance and Perceived Brand Quality on Customer- based Brand Preference. Journal of Services Marketing, 28(3): 181-194.

Liu, M.T., Wong, I.A., Shi, G., Chu, R., & Tseng, T. 2014. Do Perceived CSR Initiatives Enhance Customer Preference and Loyalty in Casinos? International Journal of Contemporary Hospitality Management, 26(7): 1024 – 1045.

Liou, J.J.H. & Chuang, M. 2009. Evaluating Corporate Image and Reputation Using Fuzzy MCDM Approach in Airline Market. Qual Quant. 44: 1079-1091.

Luo, X. & Bhattacharya, C.B. 2006. Corporate Social Responsibility, Customer Satisfaction, and Market Value. Journal of Marketing, 70(4): 1-18.

Maignan, I. & Ferrell, O.C. 2004. Corporate Social Responsibility and Marketing: An Integrative Framework. Journal of the Academy of Marketing Science, 32(1): 3-19.

McDonald, L.M. & Lai, C.H. 2011. Impact of Corporate Social Responsibility Initiatives on Taiwanese Banking Customers. International Journal of Bank Marketing, 29(1): 50-63.

McDonald, L.M. & Rundle-Thiele, S. 2008. Corporate Social Responsibility and Bank Customer Satisfaction: A Research Agenda. International Journal of Bank Marketing, 26(3): 170-82.

Marin, L., Ruiz, S., & Rubio, A. 2009. The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behaviour. Journal of Business Ethics, 84: 65-78.

Marquina, P. & Morales, C.E. 2012. The Influence of CSR on Purchasing Behaviour in Peru and Spain. International Marketing Review, 29(3): 299-312.

Minkiewicz, J., Evans, J., Bridson, K., & Mavondo, F. 2011. Corporate Image in the Leisure Services Sector. Journal of Services Marketing, 25(3): 190-201.

Nguyen, N. & Leclerc, A. 2011. The Effect of Service Employees’ Competence on Financial Institutions’ Image: Benevolence as a Moderator Variable. Journal of Services Marketing, 25(5): 349-360.

Nifita, A.T. 2010. Pengaruh Citra BCA terhadap Loyalitas Nasabah Tabungan BCA Cabang Jambi. Jurnal Manajemen Pemasaran Modern, 2(2): 158-169.

Ningrum, L. S. dan Nurcahya, I.K. 2014. Pengaruh Corporate Social Responsibility terhadap Corporate Image dan Perilaku Word of Mouth. E-Jurnal Manajemen Universitas Udayana, 3(3): 835-850.

Oberseder, M., Schlegelmilch, B.B., & Gruber, V. 2011. Why Don’t Consumer Care About CSR? A Qualitative Study Exploring the Role of CSR in Consumption Decisions. Journal of Business Ethics. 104(4): 449-460.

Poolthong, Y. & Mandhachitara, R. 2009. Customer Expectations of CSR, Perceived Service Quality and Brand Effect in Thai Retail Banking. International Journal of Bank Marketing, 27(6): 408 – 427.

Ramasamy, B. & Yeung M. 2009. Chinese Consumers’ Perception of Corporate Social Responsibility (CSR). Journal of Business Ethics, 88(1): 119-132.

Rindell, A. & Strandvik, T. 2010. Corporate Brand Evolution: Corporate Brand Images Evolving in Consumers’ Everyday Life. European Business Review, 22(3): 276-286.

Romani, S., Grappi, S., & Bagozzi, R.P. 2013. Explaining Consumer Reactions to Corporate Social Responsibility: The Role of Gratitude and Altruistic Values. Journal of Business Ethics, 114(2): 193-206.

Scharf, E.R. & Fernandes, J. 2013. The Advertising of Corporate Social Responsibility in a Brazilian Bank. International Journal of Bank Marketing, 31(1): 24–37.

Scharf, E.R., Fernandes, J., & Kormann, B.D. 2012. Corporate Social Responsibility to Build Strong Brazilian Bank Brand. International Journal of Bank Marketing, 30(6): 436–451.

Semuel, H. & Wijaya, E. 2008. Corporate Social Responsibility, Purchase Intention, dan Corporate Image pada Restoran di Surabaya dari Perspektif Pelanggan. Jurnal Manajemen Pemasaran, 3(1): 35-54.

Sheikh, S. & Rian, B. 2011. Corporate Social Responsibility or Cause-Related Marketing? The Role of Cause Specificity of CSR. Journal of Consumer Marketing, 28(1): 27-39.

Souiden, N., Kassim, N.M., & Hong, H. 2006. The Effect of Corporate Branding Dimensions on Consumers’ Product Evaluation: A Cross-cultural Analysis. European Journal of Marketing, 40(7/8): 825-845.

Stanaland, A.J.S., Lwin, M.O., & Murphy, P.E. 2011. Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility. Journal of Business Ethics, 102(1): 47-55.

Sutisna. 2001. Perilaku Konsumen dan Komunikasi Pemasaran. Bandung: Remaja Posdakarya.

Tian, Z., Wang, R., & Yang, W. 2011. Consumer Responses to Corporate Social Responsibility (CSR) in China. Journal of Business Ethics. 101(2): 197-212.

Worcester, S.R. 2009. Reflections on Corporate Reputations. Management Decision, 47(4): 573-589.

Yavas, U., Babakus, E., Deitz, G.D., & Jha, S. 2014. Correlates of Customer Loyalty to Financial Institutions: A Case Study. Journal of Consumer Marketing, 31(3): 218-227.

Zaharia, I. & Zaharia, C. 2013. The Impact of CSR on Consumer’s Attitude and Behaviour. Economics, Management, and Financial Markets, 8(1): 118-123.

Ziaul, M., Sultana, N., & Ain, M. 2010. The Effect of Trust, Customer Satisfaction and Image on Customers’ Loyalty in Islamic Banking Sector. South Asian Journal of Management, 150 (3/4): 207-217.

Full Text: pdf


  • There are currently no refbacks.

rsz_8th_ifma rsz_6th_perbanas_conference rsz_the_6th_indonesian_finance_association_international_conference

Journal of Finance and Banking

Diploma Program of Banking and Finance
Faculty of Economics and Business University of Merdeka Malang

Mailing Address:

2nd-floor Banking and  Finance Building, Terusan Raya Dieng Street No.57 Malang, 65146, East Java, Indonesia
Phone/WhatsApp: +628123321664; Fax. +62 341 580511

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.