Open AccessAn Examination of The Relationship Between Corporate Social Responsibility, Corporate Image and Customer Loyalty: The Mediating Role of Customer Attitude
Author(s) -
Rachmat Hidayat,
Endang Saefuddin Mubarok,
Rukun Santoso,
Wiwin Wiwin
Publication year - 2021
Publication title -
ilomata international journal of management
Language(s) - English
Resource type - Journals
eISSN - 2714-8963
pISSN - 2714-8971
DOI - 10.52728/ijjm.v2i1.209
Subject(s) - loyalty business model , nonprobability sampling , corporate social responsibility , business , customer retention , customer advocacy , customer delight , marketing , customer intelligence , path analysis (statistics) , customer equity , advertising , public relations , service quality , political science , statistics , mathematics , sociology , population , demography , service (business)
This study aimed at understanding the effects of corporate social responsibility, corporate image, customer attitude, and customer loyalty. The method used for this study was causality and non-probability sampling and purposive sampling were used as the data collection methods. The data source in this study was primary data collected using questionnaire instruments. The number of samples of the study was 100 respondents. The data analysis model in this study used path diagrams in the form of regression equations. The results of the statistical study showed that: (1) Corporate social responsibility and customer immunity both partially and simultaneously had a positive effect on customer attitude, (2) Corporate social responsibility and corporate image, both partially and simultaneously, had a positive effect on customer loyalty. (3) Corporate social responsibility, customer image, and customer attitude simultaneously had a significant effect on customer loyalty. Partially, only corporate social responsibility and customer image had a significant effect on customer loyalty, while customer attitude had no significant effect. (4) The customer attitude variable was able to mediate the effects of corporate social responsibility and customer image on customer loyalty.