Pengaruh Corporate Social Responsibility dan Service Quality terhadap Customer Loyalty melalui Corporate Image

Main Article Content

Priscilla Amelia
Haris Maupa

Abstract

The purpose of this study is to examine the role of corporate social responsibility and service quality on customer loyalty mediated by the corporate image of Wardah customers in Jakarta. Samples were chosen using purposive sampling of a total of 300 respondents who are Wardah customers in Jakarta. Data were collected by questionnaire and analyzed using Smart PLS 3.0. The results show that: 1) CSR significantly contributes to corporate image; 2) Service quality significantly contributes to corporate image; 3) Service quality significantly contributes to customer loyalty; 4) Corporate image significantly contributes to customer loyalty; 5) Corporate image as mediating variable of CSR and customer loyalty; 6) Corporate image not significantly contribute as mediating variable to service quality and customer loyalty; and 7) CSR does not significantly contribute to customer loyalty.

 

Tujuan penelitian ini untuk menguji pengaruh tanggung jawab sosial perusahaan dan kualitas pelayanan terhadap loyalitas pelanggan yang dimediasi oleh citra perusahaan pada pelanggan Wardah di Jakarta. Pengambilan sampel dilakukan dengan teknik purposive sampling dengan 300 orang responden pelanggan Wardah di Jakarta. Pengambilan data dilakukan melalui kuesioner dan dianalisis menggunakan Smart PLS 3,0. Hasil menunjukkan: 1) Tanggung jawab sosial perusahaan berperan kepada citra perusahaan; 2) Kualitas pelayanan berperan kepada citra perusahaan; 3) Kualitas pelayanan berperan kepada loyalitas pelanggan; 4) Citra perusahaan berperan kepada loyalitas pelanggan; 5) Citra perusahaan berperan sebagai variabel mediasi antara tanggung jawab sosial perusahaan dan loyalitas pelanggan; 6) Citra perusahaan tidak berperan sebagai variabel mediasi antara kualitas pelayanan dan loyalitas pelanggan; 7) CSR tidak berperan pada loyalitas pelanggan

Article Details

How to Cite
Amelia, P., & Maupa, H. (2022). Pengaruh Corporate Social Responsibility dan Service Quality terhadap Customer Loyalty melalui Corporate Image. Jurnal Manajemen Bisnis Dan Kewirausahaan, 6(3), 301–305. https://doi.org/10.24912/jmbk.v6i3.18671
Section
Articles
Author Biographies

Priscilla Amelia, Universitas Tarumanagara

Program Studi Magister Manajemen, Program Pascasarjana

Haris Maupa, Universitas Tarumanagara

Program Studi Magister Manajemen, Program Pascasarjana

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