Nisa, Sorayya Khairun and Singgih, Mohamad Nur (2019) Pengaruh Corporate Social Responsibility terhadap loyalitas pelanggan. MBR (Management and Business Review), 6(2) 2022, 261‐271, 3 (1). pp. 33-40. ISSN 2541-5808

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Abstract

This study aims to analyze the effect of corporate social responsibility (CSR) on brand loyalty, and to analyze brand awareness, brand attitude and customer satisfaction as a mediation of CSR on brand loyalty. Using a quantitative research approach, explanatory research. Research variables consist of CSR, brand awareness, brand attitude, customer satisfaction, and brand loyalty. The data collection technique used an online survey of 115 clothing consumers which was conducted randomly. The results show that CSR has a positive effect on brand loyalty, then brand awareness and customer satisfaction mediate the effect of CSR on brand loyalty, while brand attitude does not mediate the effect of CSR on brand loyalty.

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