Open AccessPENGARUH CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP CORPORATE IMAGE DAN DAMPAKNYA PADA LOYALITAS PELANGGAN PT. PEGADAIAN (PERSERO) DI PULAU LOMBOK (Kasus Pada Penerima Program Kemitraan)
Author(s) -
Milana Prihatina D T,
Dwi Putra Buana Sakti,
Handry Sudiartha Athar
Publication year - 2018
Publication title -
jurnal magister manajemen universitas mataram
Language(s) - English
Resource type - Journals
eISSN - 2621-7902
pISSN - 2548-3919
DOI - 10.29303/jmm.v7i2.318
Subject(s) - corporate social responsibility , business administration , loyalty business model , business , intervening variable , loyalty , marketing , political science , sociology , service quality , public relations , population , demography , service (business)
This research aims to determine and analyze the significance of influences: 1) CSR towards Corporate image PT. Pegadaian (pesero) on Lombok Island. 2) Corporate image to customer loyalty PT. Pegadaian (pesero) on Lombok Island. 3) CSR towards customer loyalty PT. Pegadaian (pesero) on Lombok Island. 4) CSR towards customer loyalty PT. Pegadaian (pesero) on Lombok Island through the Corporate image variable. This research is associative research with a quantitative approach. With the sample of 89 customers of PT. Pegadaian (Persero), which has received a Partnership Program of CSR assistance in Lombok Island in last 3 (three) years (2014-2016). Based on the results of the research and discussion it can be concluded as follows: 1) There is a direct, positive and significant influence between CSR variables on Corporate Image. The results of data analysis also found a very strong correlation between CSR variables and Corporate Image. 2) There is a direct, positive and significant influence between the variables of Corporate Image on Customer Loyalty. From the results of data analysis also found a very strong correlation between the variables of Corporate Image on Customer Loyalty. 3) There is a direct, positive and significant influence between CSR variables on customer loyalty. The results of data analysis also found a very strong correlation between CSR variables on customer loyalty. 4) There is a direct, positive and significant influence between CSR variables on Customer Loyalty through CorporateImage.Penelitian ini merupakan penelitian asosiatif dengan pendekatan kuantitatif. Dengan sampel 89 pelanggan PT. Pegadaian (Persero), yang telah menerima Program Kemitraan bantuan CSR di Pulau Lombok dalam 3 (tiga) tahun terakhir (2014-2016). Berdasarkan hasil penelitian dan pembahasan dapat disimpulkan sebagai berikut: 1) Terdapat pengaruh langsung, positif dan signifikan antara variabel CSR terhadap Citra Perusahaan. Hasil analisis data juga menunjukan korelasi yang sangat kuat antara variabel CSR dan Citra Perusahaan. 2) Terdapat pengaruh langsung, positif dan signifikan antara variabel Citra Perusahaan terhadap Loyalitas Pelanggan. Dari hasil analisis data juga ditemukan korelasi yang sangat kuat antara variabel Corporate Image pada Loyalitas Pelanggan. 3) Terdapat pengaruh langsung, positif dan signifikan antara variabel CSR terhadap loyalitas pelanggan. Hasil analisis data juga menemukan korelasi yang sangat kuat antara variabel CSR terhadap loyalitas pelanggan. 4) Ada pengaruh langsung, positif dan signifikan antara variabel CSR pada Loyalitas Pelanggan melalui Corporate ImageKeyword :CSR; Corporate Image; LoyalitasPelanggan