Pengaruh Corporate Social Responsibility (CSR) Terhadap Loyalitas Konsumen yang Dimediasi oleh Brand Image (Studi Empiris pada Konsumen Wardah Beauty di Solo Raya)

Awangrif, Hasna Albana and , Soepatini S.E., M.Si., Ph.D (2021) Pengaruh Corporate Social Responsibility (CSR) Terhadap Loyalitas Konsumen yang Dimediasi oleh Brand Image (Studi Empiris pada Konsumen Wardah Beauty di Solo Raya). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyse the influence of Corporate Social Responsibility (CSR) toward the customer loyalty, mediated by brand image. This study uses a quantitative approach. The sample in this study was collected by using non-probability sampling method with purposive sampling technique. The distribution of questionnaires was addressed to customer of Wardah Beauty in Solo Raya with the number of samples used were 100 respondents. The data obtained was analyzed by using PLS analysis technique (Partial Least Square) through SmartPLS 3.0 software. The results of this study indicated that Corporate Social Responsibility (CSR) had a positive and significant impact on the brand image and the customer loyalty. Brand Image also had a positive and significant impact on the customer loyalty. The variabel of brand image was proved to be able to mediate the effect of Corporate Social Responsibility (CSR) on customer loyalty significantly.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: Corporate Social Responsibility (CSR), Brand Image, and Customer Loyalty.
Subjects: L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: HASNA ALBANA AWANGRIF
Date Deposited: 23 Aug 2021 12:28
Last Modified: 23 Aug 2021 12:28
URI: http://eprints.ums.ac.id/id/eprint/93890

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