Pengaruh Corporate Social Responsibility (CSR) Persepsian terhadap Loyalitas Konsumen Aqua di Purwokerto
Purbohastuti, Arum Wahyuni
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This research generally aims to develop previous research by adding customer satisfaction and transform the quality of service with confidence as a variable interplay between Corporate Social Responsibility (CSR), the attitude of customer loyalty and customer loyalty behavior. The study was conducted on consumers Aqua in Purwokerto. The number of respondents is 100 people. Sampling using acidental sampling. Analysis tools using structural equation modeling. The calculations show three of the eight hypothesis is accepted. Of the three hypotheses were received of which are positive and significant correlation with behavioral loyalty. There are five hypotheses were rejected, including CSR is not significantly related to customer satisfaction, customer satisfaction was not significantly related to the attitude of loyalty, CSR was not significantly associated with behavioral loyalty, CSR is not significantly related to the attitude of loyalty. Future research can be done on other companies do CSR. In addition, research needs to be done on other variables that may affect the loyalty such as product quality, the quantity of advertising, and reasonableness of price.