Pranowo, Raditya Ifan (2019) Pengaruh Corporate Social Responsiblity (CSR) dan Citra Merek Terhadap Loyalitas Pelanggan (Survei pada Anggota Batalyon Zeni Tempur V Brawijaya Sebagai Nasabah PT. Bank Rakyat Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji dan menjelaskan: (1) Pengaruh Corporate Social Responsibilty (CSR) terhadap citra merek. (2) Pengaruh Corporate Social Responsibilty (CSR) terhadap loyalitas pelanggan. (3) Pengaruh citra merek terhadap loyalitas pelanggan. Jenis penelitian yang digunakan dalam penelitian ini adalah penjelasan (explanatory research) dengan pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan sampel sebanyak 101 orang responden. Responden yang menjadi sampel merupakan anggota Batalyon Zipur 5 (Yonzipur 5) Kepanjen yang menjadi nasabah dan telah mengetahui atau merasakan CSR PT. Bank Rakyat Indonesia (PT. BRI). Metode pengumpulan data yang digunakan adalah kuesioner. Teknik analisis data dalam penelitian ini adalah analisis statistik deskriptif dan analisis jalur menggunakan regresi linear berganda. Hasil penelitian ini menunjukkan bahwa Corporate Social Responsibilty (CSR) (X) berpengaruh signifikan terhadap citra merek (Y1). Hal ini terbukti dari nilai signifikansi 0,000 (p<0,05). Di samping itu, citra merek (Y1) juga berpengaruh signifikan terhadap loyalitas pelanggan (Y2). Hal tersebut dibuktikan dengan nilai signifikansi 0,000 (p<0,05). Sedangkan, Corporate Social Responsibilty (CSR) (X) tidak berpengaruh signifikan terhadap loyalitas pelanggan (Y2). Hal itu dibuktikan dengan nilai signifikansi 0,401 (p>0,05). Akan tetapi, Corporate Social Responsibilty (CSR) (X) berpengaruh signifikan secara tidak langsung terhadap loyalitas pelanggan (Y2) melalui variabel citra merek (Y1). Hal itu dibuktikan melalui nilai beta pengaruh tidak langsung (0,257) lebih besar daripada pengaruh langsung (-0,069)
English Abstract
This research aimed to prove and explain: (1) The influence of corporate social responsibility (CSR) against brand images. (2) The influence of corporate social responsibility (CSR) against customer loyalty. (3) The Influence of brand images against customer loyalty. Explanatory research with a quantitative approach was conducted for this research. 101 respondent was taken using purposive sampling. The respondent ought to be member of Battalion Zeni Tempur 5 that was a customer of Bank Rakyat Indonesia Company and acknowledged by their corporate social responsibility (CSR). The questionnaire was used as the data collection method. In this research, descriptive statistical analysis and path way analysis by multiple linear regression were used as data analysis techniques. The result of this research showed that corporate social responsibility (CSR) has significant effect with the brand images. It was proven by the result of significant value 0,000 (p<0,05). Likewise, the effect of brand images with customer loyalty was significant. It was proven proven by the result of significant value 0,000 (p<0,05). Conversely, corporate social responsibility (CSR) had no significant effect with loyalty customer. It was proven by the result of significant value 0,401 (p>0,05). Essentially, corporate social responsibility (CSR) had a significant indirect effect on customer loyalty through brand images. It was proven by beta value of indirect effect (0,257) more large than beta value of direct effect (-0,069).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/904/052000704 |
| Uncontrolled Keywords: | Corporate Social Responsibility, Citra Merek dan Loyalitas Pelanggan-Corporate Social Responsibility, Brand Images and Customer Loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Agus Wicaksono |
| Date Deposited: | 05 Nov 2020 13:52 |
| Last Modified: | 05 Nov 2020 13:52 |
| URI: | http://repository.ub.ac.id/id/eprint/178665 |
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