Artikel Ilmiah : P2CB11014 a.n. ARUM WAHYUNI PURBOHASTUTI
| NIM | P2CB11014 |
|---|---|
| Namamhs | ARUM WAHYUNI PURBOHASTUTI |
| Judul Artikel | PENGARUH CORPORATE SOCIAL RESPONSIBILITY (CSR) PERSEPSIAN TERHADAP LOYALITAS KONSUMEN AQUA DI PURWOKERTO |
| Abstrak (Bhs. Indonesia) | Penelitian dengan judul "PENGARUH CORPORATE SOCIAL RESPONSIBILITY (CSR) PERSEPSIAN TERHADAP LOYALITAS KONSUMEN AQUA DI PURWOKERTO". Penelitian ini secara umum bertujuan untuk mengembangkan penelitian sebelumnya dengan menambahkan kepuasan konsumen dan mengubah kualitas layanan dengan rasa percaya sebagai variabel yang saling mempengaruhi antara Corporate Social Responsibility (CSR), sikap loyalitas konsumen dan perilaku loyalitas konsumen. Penelitian dilakukan pada konsumen Aqua di Purwokerto. Jumlah responden 100 orang. Pengambilan sampel menggunakan acidental sampling. Alat analisis menggunakan stuctural equation modeling. Hasil perhitungan menunjukkan tiga dari delapan hipotesis diterima. Dari ketiga hipotesis yang diterima diantaranya, terdapat hubungan positif dan signifikan dari Corporate Social Responsibility (CSR) terhadap rasa percaya. Rasa percaya memiliki hubungan yang positif dan signifikan dengan kepuasan konsumen. Sikap loyalitas terbukti memiliki hubungan positif dan signifikan dengan perilaku loyalitas. Ada lima hipotesis yang ditolak, diantaranya Corporate Social Responsibility (CSR) tidak signifikan berhubungan dengan kepuasan konsumen, kepuasan konsumen tidak signifikan berhubungan dengan sikap loyalitas, Corporate Social Responsibility (CSR) tidak signifikan berhubungan dengan perilaku loyalitas, Corporate Social Responsibility (CSR) tidak signifikan berhubungan dengan sikap loyalitas. Penelitian yang akan datang dapat dilakukan pada perusahaan-perusahaan lain yang melakukan Corporate Social Responsibility (CSR). Selain itu, penelitian perlu dilakukan pada variabel lain yang dapat mempengaruhi loyalitas seperti kualitas produk, kuantitas iklan, dan kewajaran harga. |
| Abtrak (Bhs. Inggris) | This research intended to know “PERCEIVED INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY (CSR) TO CONSUMER AQUA LOYALTY IN PURWOKERTO”. This research generally aims to develop previous research by adding a consumer satisfaction and changing service quality with trust as variables that affect each other between Corporate Social Responsibility (CSR), the attitude of the customer loyalty and consumer loyalty behavior. Research was made at the consumer Aqua in Purwokerto. Survey were conduct on 100 respondents. Sampling was done acidental sampling. Analysis tools using stuctural equation modeling. Result of calculation indicating three of eight hypothesized relationships were supported by the data analysis. The third hypothesis received from them, there is a positive and significant relationship of Corporate Social Responsibility (CSR) to the trust. Trust has a positive and significant relationship with customer satisfaction. Attitude of loyalty shown to have a positive and significant relationship with behavioral loyalty. There are five hypotheses were rejected, including of Corporate Social Responsibility (CSR) was not significantly related to customer satisfaction, customer satisfaction is not significantly related to the attitude of loyalty, of Corporate Social Responsibility (CSR) is not significantly related to behavioral loyalty, of Corporate Social Responsibility (CSR) is not significantly related to the attitude of loyalty. Further research can be done on other firms that do Corporate Social Responsibility (CSR). Moreover, research needs to be done on other variables that may affect loyalty such as product quality, advertising quantity, and price fairness. |
| Kata kunci | Corporate Social Responsibility (CSR), Sikap Loyalitas, Perilaku Loyalitas, Kepuasan Konsumen, Rasa Percaya Konsumen |
| Pembimbing 1 | Dr. Suliyanto, SE, M.M |
| Pembimbing 2 | Dr. Wita Ramadhanti, SE, MSA, Ak |
| Pembimbing 3 | |
| Tahun | 2013 |
| Jumlah Halaman | 20 |
| Tgl. Entri | (belum diset) |