Pengaruh Corporate Social Responsibility terhadap Loyalitas Konsumen
Keywords:
Corporate Social Responsibility, Customer Loyalty, Customer Satisfaction, Customer Trust, SEM, Service Companies.Abstract
This study aims to examine the influence of Corporate Social Responsibility (CSR) on customer loyalty in service sector companies, with a particular focus on how CSR implementation affects customer satisfaction, trust, and commitment. CSR is an essential management strategy, not only to fulfill a company’s social obligations but also as a tool to build a positive corporate image, enhance reputation, and strengthen long-term relationships with customers. The research employs a quantitative approach using a survey method, where data were collected through questionnaires distributed to 150 active customers of service companies in urban areas. The measured variables include CSR dimensions, such as environmental responsibility, social welfare, business ethics, and their impact on customer loyalty, which encompasses satisfaction, trust, repurchase intention, and willingness to recommend the company to others. Data analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS 4.0, allowing for testing of causal relationships among variables and evaluating the direct effect of CSR on customer loyalty. The results indicate that CSR has a positive and significant effect on customer loyalty. This finding suggests that companies that consistently implement CSR programs and communicate them transparently can enhance customer trust and satisfaction, which in turn strengthens loyalty. The study provides practical implications for corporate management, emphasizing the strategic integration of CSR programs into operational activities rather than treating them merely as philanthropic initiatives. Furthermore, this research highlights that CSR not only affects corporate reputation but also serves as a crucial factor in creating sustainable competitive advantage through long-term customer loyalty.
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