Pengaruh CSR perusahaan terhadap citra merek dan loyalitas merek

Sofyan, Mariyudi (2017) Pengaruh CSR perusahaan terhadap citra merek dan loyalitas merek. Jurnal Siasat Bisnis, 21 (1). pp. 1-18. ISSN 0853-7666

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Abstract

The purpose of this paper is to investigate the influence of corporate social responsibility (CSR) on brand image and customer brand loyalty in the hotel industry. A reflective structural equations model (SEM) was developed to test the research hypotheses. The study was tested using data collected from a sample of Indonesia consumers. The survey was employed, and respondents were from the customers of the hotel industry in Indonesia area. There were 310 usable questionnaires to analyse with the adopted methods including descriptive statistics analysis, reliability and validity analysis, correlation analysis, and structural equation modelling (SEM) analysis. This research found that CSR significantly affects the functional brand image, emotional brand image and customer brand loyalty, and functional brand image and emotional brand image have a strong impact on customer loyalty. Therefore, firms have to specifically focus on these factors in order to build a long-term and mutually profitability relationship with the customer and create loyalty as competitive advantages in the market.

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