Pengaruh CSR perusahaan terhadap citra merek dan loyalitas merek

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

Pengaruh CSR perusahaan terhadap citra merek dan loyalitas merek - Jurnal Siasat Bisnis 2017.pdf

Download (389kB) | Preview
Official URL:


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 profitable relationship with the customer and create loyalty as competitive advantages in the market.

Item Type: Article
Subjects: E Economy, Accounting, Development > E12 Management
Divisions: Faculty of Economic and Business > Department of Management
Depositing User: Mr. Mariyudi Mariyudi
Date Deposited: 30 Jun 2020 19:16
Last Modified: 30 Jun 2020 19:16

Actions (login required)

View Item View Item