PENGARUH CORPORATE SOCIAL RESPONSIBILITY, KEPUASAN NASABAH, CITRA PERUSAHAAN, DAN EKUITAS MEREK TERHADAP PREFERENSI MEREK BANK BPD BALI

I Wayan Ariwangsa, Luh Putu Mahyuni
| Abstract views: 63 | views: 30

Abstract

Penelitian ini bertujuan untuk menawarkan dan menguji secara empiris model yang menjelaskan hubungan antara corporate social responsibility (CSR), kepuasan nasabah, citra perusahaan, ekuitas merek, dan tingkat preferensi merek bank. Data dikumpulkan melalui kuesioner dengan metode accidental sampling. Data dari 100 responden kemudian dianalisis dengan structural equation modelling (SEM) untuk menguji hipotesis. Penelitian ini mengindikasikan bahwa CSR, kepuasan nasabah, citra perusahaan dan ekuitas merek mampu menjelaskan sebanyak 83,5% dari variasi preferensi merek. Model penelitian ini juga telah memenuhi seluruh kriteria goodness of fit index sebagai model yang baik. Penelitian ini memberikan bukti empiris bahwa praktik CSR yang baik memberikan pengaruh positif bagi upaya peningkatan kepuasan nasabah, citra perusahaan, ekuitas merek, dan preferensi merek bank. Sosialisasi atas praktik CSR dengan cara yang tepat dan melalui media yang tepat akan dapat mengoptimalkan manfaat CSR bagi upaya peningkatan reputasi bank dan preferensi merek bank. Penelitian ini juga memberikan bukti empiris akan adanya pengaruh positif signifikan antara kepuasan nasabah dan citra perusahaan, kepuasan nasabah dan preferensi merek, citra perusahaan dengan ekuitas merek, citra perusahaan dengan preferensi merek, dan pengaruh positif signifikan antara ekuitas merek dengan preferensi merek. Penelitian berikutnya dapat dilakukan dengan menggunakan sampel beberapa bank untuk dapat menguji lebih jauh kehandalan model yang ditawarkan dalam penelitian ini.

 

This study aims at offering and empirically testing a model explaining relationships between corporate social responsibility (CSR), customer’s satisfaction, brand image, brand equity, and brand preference. Data was collected using questionnaire. As many as 100 datasets were analysed using structural equation modelling (SEM) to test the hypotheses. This study indicates that CSR, customer’s satisfaction, brand image, and brand equity could explain 83,5% of the variation of brand preference. The model of this study has met all criteria of goodness of fit index as a good model. This study provides empirical evidence of the benefits of CSR in increasing customer’s satisfaction, brand image, brand equity, and brand preference. Disclosure of CSR practices using proper approach and right channels will optimalize the benefits of CSR in increasing bank reputation and brand preference. This study also provides empirical evidence of the significant positive influence of customer’s satisfaction on brand image, customer’s satisfaction on brand preference, brand image on brand equity, brand image on brand preference, and significant positive influence of brand equity on brand preference. Future research could further test the robustness of this model by using data collected from various banks.

Keywords

Corporate Social Responsibility (CSR); customer’s satisfaction; corporate image; brand equity; brand preference; kepuasan nasabah; citra perusahaan; ekuitas merek; preferensi merek

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