CORPORATE SOCIAL RESPONSIBILITY: KONSEKUENSI PRAKTIK DAN HUBUNGANNYA DENGAN CORPORATE IMAGE DAN LOYALITAS PELANGGAN
DOI:
https://doi.org/10.22441/mix.2020.v10i1.005Kata Kunci:
CSR, Corporate Image, Customer LoyaltyAbstrak
Penelitian ini bertujuan untuk menguji keterkaitan variabel Corporate Social Responsibility (CSR), Corporate Image dan Customer Loyalty. Data diperoleh dengan menyebarkan kuesioner yang sudah diuji validitas dan reliabilitasnya pada 170 responden dengan kriteria konsumen yang memahami CSR serta pernah menggunakan jasa dari sebuah hotel yang sudah menerapkan CSR. SEM digunakan untuk menguji model penelitian dan menguji semua hipotesis yang diajukan. Hasil penelitian menunjukkan bahwa model fit dan CSR berpengaruh baik secara langsung maupun melalui Corporate Image terhadap Customer Loyalty. Oleh karena itu, untuk meningkatkan Corporate Image dan Customer Loyalty, manajer dapat mengelola praktik CSR dengan baik.
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