Pengaruh Tanggung Jawab Sosial Perusahaan Terhadap Loyalitas Pelanggan dengan Mediasi Kepercayaan Merek dan Keterlibatan Pelanggan
DOI:
https://doi.org/10.62710/y701ka76Keywords:
Kepercayaan Merek, Keterlibatan Pelanggan, Loyalitas Merek, Tanggung jawab Sosial PerusahaanAbstract
Dalam lingkungan bisnis yang semakin kompleks, penting bagi perusahaan untuk tidak hanya mencapai kesuksesan finansial tetapi juga memperhatikan tanggung jawab sosialnya terhadap masyarakat dan lingkungan sekitarnya. Praktik Tanggung Jawab Sosial Perusahaan (CSR) telah menjadi fokus utama bagi perusahaan dalam membangun hubungan jangka panjang dengan pelanggan dan masyarakat. Penelitian ini bertujuan untuk menginvestigasi hubungan antara praktik CSR perusahaan dengan loyalitas pelanggan, dengan mempertimbangkan peran mediasi dari variabel psikologis seperti kepercayaan merek dan keterlibatan pelanggan. Data primer diperoleh melalui survei menggunakan kuesioner Google Form yang diisi oleh 202 responden yang memenuhi kriteria penelitian. Kuesioner menggunakan skala Likert untuk menilai tingkat setuju atau tidak setuju responden terhadap pernyataan terkait CSR, kepercayaan merek, keterlibatan pelanggan, dan loyalitas pelanggan. Hasil penelitian menunjukkan bahwa praktik CSR perusahaan memiliki pengaruh positif terhadap loyalitas pelanggan. Selain itu, kepercayaan merek dan keterlibatan pelanggan berperan sebagai mediator dalam hubungan antara praktik CSR dan loyalitas pelanggan. Praktik CSR perusahaan dapat membantu membangun hubungan yang kuat dengan pelanggan melalui peningkatan kepercayaan merek dan keterlibatan pelanggan, yang pada gilirannya meningkatkan loyalitas pelanggan dan retensi pelanggan. Studi ini memberikan wawasan yang berharga tentang pentingnya CSR dalam mempengaruhi perilaku pelanggan dan memperkuat hubungan antara perusahaan dan pelanggan..
Downloads
References
Abdul-Ghani, E., Hyde, K. F., & Marshall, R. (2011). Emic and etic interpretations of engagement with a consumer-to-consumer online auction site. Journal of Business Research, 64(10), 1060–1066. https://doi.org/10.1016/j.jbusres.2010.10.009
Acropora, R. (2022). Peran Mediasi Customer Brand Engagement Pada Produk Ramah Lingkungan. Journal of Advances in Digital Business and Entrepreneurship, 1(2), 1–15. https://intropublicia.org/index.php/jadbe
Agyei, J., Sun, S., Penney, E. K., Abrokwah, E., & Ofori-Boafo, R. (2021). Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction. SAGE Open, 11(3), 215824402110401. https://doi.org/10.1177/21582440211040113
Ahn, J. (2022). Exploring perceived innovation in building customers’ patronizing behavior in the food delivery service context. International Journal of Quality and Service Sciences, 14(2), 258–273. https://doi.org/10.1108/IJQSS-08- 2021-0114
Anselmsson, J., Bondesson, N. V., & Johansson, U. (2014). Brand image and customers’ willingness to pay a price premium for food brands. Journal of Product and Brand Management, 23(2), 90–102. https://doi.org/10.1108/JPBM-10-2013-0414
Barata, M. L., & Coelho, P. S. (2021). Music streaming services: understanding the drivers of customer purchase and intention to recommend. Heliyon, 7(8). https://doi.org/10.1016/j.heliyon.2021.e07783
Behnam, M., Hollebeek, L. D., Clark, M. K., & Farabi, R. (2021). Exploring customer engagement in the product vs. service context. Journal of Retailing and Consumer Services, 60, 102456. https://doi.org/10.1016/j.jretconser.2021.102456
Bonsu, S. K., & Darmody, A. (2008). Co-creating Second Life. Journal of Macromarketing, 28(4), 355–368. https://doi.org/10.1177/0276146708325396
Bruns, K., & Jacob, F. (2014). Value-in-use and mobile technologies: A general approach for value-in-use measurement and a specific application based on smartphone usage. Business and Information Systems Engineering, 6(6), 349– 359. https://doi.org/10.1007/s12599-014-0349-x
Cahya, R. A. (2022). Implementasi CSR (Corporate Social Responsibility) PT. Semen Baturaja (Persero) Tbk Sebagai Upaya Dalam Pembinaan Lingkungan Dan Kemitraan. JIM: Journal Of International Management, 1(1), 43–54.
Christiarini, R., & Supriyanto, F. (2022). Analisa Faktor-faktor yang Dapat Meningkatkan Pandangan Masyarakat terhadap Suatu Perusahaan FMCG yang Menerapkan CSR Practice terhadap Sosial SEIKO: Journal of Manajement Dan Busiines, 5. https://doi.org/10.37531/sejaman.v5i2.2413
Chou, S., Chen, C. W., & Wong, M. (2023). When social media meets low-cost airlines: Will customer engagement increase customer loyalty? Research in Transportation Business and Management. https://doi.org/10.1016/j.rtbm.2023.100945
De Luca, L. M., Herhausen, D., Troilo, G., & Rossi, A. (2021). How and when do big data investments pay off? The role of marketing affordances and service innovation. Journal of the Academy of Marketing Science, 49(4), 790–810. https://doi.org/10.1007/s11747-020-00739-x
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014- 0635
Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework.
Dowell, D., Garrod, B., & Turner, J. (2019). Understanding value creation and word-of-mouth behaviour at cultural events. The Service Industries Journal, 39(7–8), 498–518. https://doi.org/10.1080/02642069.2019.1568997
Duong, G. H., Wu, W.-Y., & Le, L. H. (2020). The effects of brand page characteristics on customer brand engagement: moderating roles of community involvement and comedy production contents. Journal of Brand Management, 27(5), 531–545. https://doi.org/10.1057/s41262-020-00196-5
Fang, Y. H. (2019). An app a day keeps a customer connected: Explicating loyalty to brands and branded applications through the lens of affordance and service- dominant logic. Information and Management, 56(3), 377–391. https://doi.org/10.1016/j.im.2018.07.011
Fatmawati, I., & Permatasari, F. B. (2019). The Role of Technological Acceptance and E-Service Quality in Predicting Customer Satisfaction and Loyalty. Proceedings of the International Conference on Banking, Accounting, Management, and Economics (ICOBAME 2018). https://doi.org/10.2991/icobame-18.2019.54
Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50, 30–41. https://doi.org/10.1016/j.jretconser.2019.01.018
Gustafsson, A., Snyder, H., & Witell, L. (2020). Service Innovation: A New Conceptualization and Path Forward. In Journal of Service Research (Vol. 23, Issue 2, pp. 111–115). SAGE Publications Inc. https://doi.org/10.1177/1094670520908929
Hanaysha, J., & Hilman, H. (2015). The Impact of Product Innovation on Relationship Quality in Automotive Industry: Strategic Focus on Brand Satisfaction, Brand Trust, and Brand Commitment. Asian Social Science, 11(10). https://doi.org/10.5539/ass.v11n10p94
Humaira, J., Magister, C., Keuangan, M., Terpadu, M., Ekonomi, F., & Bisnis, D. (2023). IMPLEMENTASI PROGRAM CORPORATE SOCIAL RESPONSIBILITY DALAM MENDUKUNG PENCAPAIAN SUSTAINABLE DEVELOPMENT GOALS (Studi Kasus Pada Program CSR PT Bio Farma Persero). JIS: Jurnal Ilmu Sosial, 3(3), 2548–2596.
Johanis, A., Palandeng, I. D., & Rogi, M. H. (2023). Pengaruh Green Marketing Dan Corporate Social Responsibility Terhadap Keputusan Pembelian Konsumen Pada the Body Shop Manado Town Square. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 122–131. https://doi.org/10.35794/emba.v11i4.50206
Kristanti, I. N. (2022). Pengaruh Corporate Social Responsibility Terhadap Nilai Perusahaan dengan Profitabilitas sebagai Variabel Moderasi. Jurnal Ilmiah Akuntansi Kesatuan, 10(3), 551–558. https://doi.org/10.37641/jiakes.v10i3.1484
Kristanti, M. M. (2022). Analisis Pengaruh Ethical Marketing, Customer Experience, Servqual, Terhadap Customer Trust, Customer Engagement, Customer Loyalty Umkm Online. Seri Seminar Nasional Universitas Tarumanegara, 271–282.
Nugraheni, A., & Toni, A. (2022). Peran Public Relation Dalam Csr “Program Wash” Pt Aqua Danone Indonesia. Jurnal Pustaka Komunikasi, 5(1), 106–120. https://doi.org/10.32509/pustakom.v5i1.1873
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Adama Zaenur Esa (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
