Iqomatuddin, Muhammad Zidni and Dr. Desi Tri Kurniawati, (2022) Pengaruh Corporate Social Responsibility (Csr) Terhadap Loyalitas Pelanggan Melalui Variabel Citra Merek (Studi Pada Csr Pt. Telkomsel Terhadap Pengguna Jaringan Telkomsel Yang Mengunjungi Loop Arena Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Skripsi ini membahas pengaruh corporate social responsibility PT. Telkomsel dengan fasilitas Loop Arena Malang terhadap loyalitas pelanggan melalui variabel citra merek. Loop Arena Malang merupakan sarana perwujudan kepedulian PT. Telkomsel terhadap masyarakat, khususnya pemuda yang ingin menyalurkan hobi dan bakatnya. Penelitian ini melibatkan 101 responden dengan kriteria pengguna jaringan PT. Telkomsel dan pernah mengunjungi Loop Arena Malang. Penelitian ini menggunakan metode penelitian penjelasan (explanatory research) dengan pendekatan penelitian yang digunakan adalah kuantitatif untuk mendapatkan data berdasarkan hasil kuesioner dan diolah menggunakan metode analisis deskriptif dan analisis jalur. Hasil penelitian menunjukkan bahwa pengaruh secara tidak langsung corporate social responsibility (X) terhadap loyalitas pelanggan (Y) melalui citra merek (Z) adalah signifikan. Hal itu dibuktikan melalui nilai pengaruh tidak langsung yaitu 0,250, lebih besar daripada nilai pengaruh langsung corporate social responsibility (X) terhadap loyalitas pelanggan (Y) yaitu 0,226. Artinya semakin baik corporate social responsibility (X) yang dilakukan dan didukung melalui citra merek (Z) yang baik, maka pengaruh terhadap loyalitas pelanggan (Y) akan semakin tinggi.
English Abstract
This study examines the impact of PT. Telkomsel’s Loop Arena Malang facility as a corporate social responsibility effort on customer loyalty through brand image as the intervening variabel. Loop Arena Malang is PT. Telkomsel’s means to support the community, especially young people who want to channel their hobbies and talents. This study involved 101 respondents with the criteria of PT. Telkomsel users who have visited Loop Arena Malang. The approach used for this research is quantitative to obtain data based on the results of the questionnaire. It is then processed using a descriptive analysis method and path analysis using version 25 of the SPSS software. The results show that the indirect effect of corporate social responsibility (X) on customer loyalty (Y) through brand image (Z) is significant. This is proven by the value of the indirect effect of 0.250, which is higher than the value of the direct influence of corporate social responsibility (X) on customer loyalty (Y) of 0.226. This means that the better corporate social responsibility (X) carried out and supported through a good brand image (Z), the higher the effect on customer loyalty (Y)
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0522020532 |
| Uncontrolled Keywords: | Citra Merek, Corporate Social Responsibility, Loyalitas Pelanggan,Brand Image, Corporate Social Responsibility, Customer Loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 31 Jul 2023 01:45 |
| Last Modified: | 31 Jul 2023 01:45 |
| URI: | http://repository.ub.ac.id/id/eprint/202226 |
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