PENGARUH CORPORATE SOCIAL RESPONSIBILITY TERHADAP LOYALITAS NASABAH DENGAN CITRA PERUSAHAAN SEBAGAI VARIABEL INTERVENING

Fitria Harum Mawarti, NIM. 14820102 (2019) PENGARUH CORPORATE SOCIAL RESPONSIBILITY TERHADAP LOYALITAS NASABAH DENGAN CITRA PERUSAHAAN SEBAGAI VARIABEL INTERVENING. Skripsi thesis, FAKULTAS EKONOMI DAN BISNIS.

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Abstract

This study aims to determine the effect of corporate social responsibility (CSR) on customer loyalty with the company's image as an intervening variable. This study uses a quantitative descriptive approach. The population in this study were all customers of BNI Syariah Branch Yogyakarta with a purposive sampling method. Data collection techniques using questionnaires to collect data on the influence of corporate social responsibility, corporate image and customer loyalty. The data is processed using the smart PLS 3.0 application for analysis of inner models and outer models. The results showed that corporate social responsibility had a significant effect on customer loyalty through intervening corporate image variables. In this study it is also known that the corporate image partially mediates the effect of corporate social responsibility on customer loyalty.

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