CORPORATE SOCIAL RESPONSIBILITY TERHADAP LOYALITAS NASABAH YANG DIMEDIASI OLEH CITRA PERUSAHAAN

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

Abstract


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.

Keywords


customer loyalty, corporate image, corporate social responsibility

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DOI: https://doi.org/10.26905/jkdp.v19i1.839

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