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
Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
Jl. P.B. Sudirman Denpasar, 80232, Indonesia.
- Korespondensi dengan Penulis:
- Ni Nyoman Kerti Yasa: Telp.+62 361 224 133; Fax. +62 361 229 119
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