Pengaruh Corporate Social Responsibility (CSR) Terhadap Brand Image Dan Dampaknya Pada Loyalitas Nasabah Di Masa Pandemi (Survei pada Program CSR PT. Bank Pembangunan Daerah Jawa Timur Tbk Kota Kediri)

Noorsya'bani, Nanda Puspitasari and Dr. Drs. Kadarisman Hidayat,, M.Si, (2023) Pengaruh Corporate Social Responsibility (CSR) Terhadap Brand Image Dan Dampaknya Pada Loyalitas Nasabah Di Masa Pandemi (Survei pada Program CSR PT. Bank Pembangunan Daerah Jawa Timur Tbk Kota Kediri). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengeksplorasi Corporate Social Responsibility (CSR) Terhadap Brand Image Dan Dampaknya Pada Loyalitas Nasabah. Jenis penelitian yang digunakan yaitu explanatory research (penelitian penjelasan) dengan pendekatan kuantitatif. Sedangkan metode penelitian yang digunakan adalah metode survey, yaitu terhadap 48 nasabah Bank Jatim yang ada di Kediri. Hasil penelitian menunjukkan bahwa antara hubungan langsung Corporate Social Responsibility (CSR) kepada Loyalitas Nasabah dan hubungan tidak langsung antara Corporate Social Responsibility (CSR), Brand Image kepada Loyalitas Nasabah, menghasilkan nilai hubungan langsung yang lebih tinggi dibandingkan hubungan tidak langsung. Hal ini menunjukkan bahwa semakin banyak program Corporate Social Responsibility (CSR) pada bank, maka semakin tinggi loyalitas nasabah terhadap bank, tanpa harus meningkatkan nilai Brand Image. Penelitian ini memberikan implikasi penting bagi manajemen bank untuk meningkatkan program Corporate Social Responsibility (CSR) untuk loyalitas nasabah. Manajemen bank perlu memperhatikan Corporate Social Responsibility (CSR) sebagai bagian dari strategi pemasaran mereka. Dengan mengembangkan program Corporate Social Responsibility (CSR) yang baik, bank dapat memperkuat hubungan dengan nasabah. Sebagai hasilnya, bank dapat meningkatkan loyalitas nasabah dan memperkuat posisi mereka di pasar.

English Abstract

This study aims to determine the effect of Corporate Social Responsibility (CSR) on Brand Image and its Impact on Customer Loyalty. The type of research used is explanatory research with a quantitative approach. While the research method used is the survey method, namely to 48 Bank Jatim customers in Kediri. The results showed that between the direct relationship of Corporate Social Responsibility (CSR) to Customer Loyalty and the indirect relationship of Corporate Social Responsibility (CSR), Brand Image to Customer Loyalty, resulting in a higher direct relationship value compared to the indirect relationship. This shows that the more Corporate Social Responsibility (CSR) programs in the bank, the higher the customer loyalty to the bank, without having to increase the value of Brand Image. This research provides important implications for bank management to improve Corporate Social Responsibility (CSR) programs on customer loyalty. Bank management needs to pay attention to Corporate Social Responsibility (CSR) as part of their marketing strategy. By developing a good Corporate Social Responsibility (CSR) program, banks can strengthen relationships with customers. As a result, banks can increase customer loyalty and strengthen their position in the market

Item Type:	Thesis (Sarjana)
Identification Number:	0523030788
Uncontrolled Keywords:	Corporate Social Responsibility, Brand Image, Loyalitas Nasabah
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Endang Susworini
Date Deposited:	22 Jan 2024 04:39
Last Modified:	22 Jan 2024 04:39
URI:	http://repository.ub.ac.id/id/eprint/211765

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