Institutional Repository | Satya Wacana Christian University: Pengaruh Penerapan Corporate Social Responsibility terhadap Sikap, Kesadaran Merek, dan Loyalitas Konsumen
PENGARUH PENERAPAN CORPORATE SOCIAL
RESPONSIBILITY TERHADAP SIKAP, KESADARAN MEREK,
DAN LOYALITAS KONSUMEN
Aloysius Angga Hendi Setiawan
212008012
Abstract
In Indonesia, the competition in cigarette business is increasingly fierce and showing a
product excellence over other competitor’s products. Some companies try to show their concern
toward environment in various social activities as corporate dedication for society. One of those
familiar activities is corporate social responsibility (CSR) program, such as educational
scholarships, tree planting, health programs, sports, etc. Given those social activities, this
research was aimed to learn about the influence of implementing corporate social responsibility
on customer attitude, brand awareness, and customer loyalty. 200 respondents were taken part
and the data was tested by using structural equation modelling with Lisrel 8.7 software. Result
findings showed that CSR had positive influence on brand awareness, and this brand awareness
had positive impact on customer loyalty. Accordingly, companies wrestle in this field have to
reactivate more of their social activities as well as improve their product quality thus can
increase public positive response.
Keywords: corporate social responsibility, brand awareness, customer attitude, customer
loyalty
Saripati
Persaingan perusahaan rokok di Indonesia semakin hari semakin terlihat sengit dan saling
memperlihatkan keunggulan suatu produk dengan produk pesaing. Beberapa perusahaan
mencoba menunjukkan kepeduliannya terhadap lingkungan dengan berbagai kegiatan sosial
dalam rangka pengabdian perusahaan kepada masyarakat. Salah satu kegiatan yang diketahui
masyarakat yaitu program corporate social responsibility (CSR) diantaranya melalui beasiswa
pendidikan, tanam pohon, pelaksanaan progam-progam kesehatan, olahraga, dll. Dengan
berbagai aksi sosial yang telah dilakukan tersebut, penelitian ini bertujuan untuk mengetahui
pengaruh penerapan corporate social responsibility terhadap sikap, kesadaran merek, dan
loyalitas konsumen. Penelitian ini melibatkan 200 responden dan datanya diuji menggunakan
structural equation modelling dengan software Lisrel 8.7. Hasilnya menunjukkan bahwa CSR
berpengaruh positif terhadap kesadaran merek, dan kesadaran merek berpengaruh positif
terhadap loyalitas konsumen. Sehingga dengan demikian perusahaan-perusahaan yang bergelut
di bidang tersebut harus lebih menggiatkan kegiatan-kegiatan sosialnya serta menambah kualitas
dari produk yang dihasilkan sehingga dapat menambah respon positif dari masyarakat.
Kata kunci: Corporate social responsibility, kesadaran merek, sikap konsumen, loyalitas
konsumen.
RESPONSIBILITY TERHADAP SIKAP, KESADARAN MEREK,
DAN LOYALITAS KONSUMEN
Aloysius Angga Hendi Setiawan
212008012
Abstract
In Indonesia, the competition in cigarette business is increasingly fierce and showing a
product excellence over other competitor’s products. Some companies try to show their concern
toward environment in various social activities as corporate dedication for society. One of those
familiar activities is corporate social responsibility (CSR) program, such as educational
scholarships, tree planting, health programs, sports, etc. Given those social activities, this
research was aimed to learn about the influence of implementing corporate social responsibility
on customer attitude, brand awareness, and customer loyalty. 200 respondents were taken part
and the data was tested by using structural equation modelling with Lisrel 8.7 software. Result
findings showed that CSR had positive influence on brand awareness, and this brand awareness
had positive impact on customer loyalty. Accordingly, companies wrestle in this field have to
reactivate more of their social activities as well as improve their product quality thus can
increase public positive response.
Keywords: corporate social responsibility, brand awareness, customer attitude, customer
loyalty
Saripati
Persaingan perusahaan rokok di Indonesia semakin hari semakin terlihat sengit dan saling
memperlihatkan keunggulan suatu produk dengan produk pesaing. Beberapa perusahaan
mencoba menunjukkan kepeduliannya terhadap lingkungan dengan berbagai kegiatan sosial
dalam rangka pengabdian perusahaan kepada masyarakat. Salah satu kegiatan yang diketahui
masyarakat yaitu program corporate social responsibility (CSR) diantaranya melalui beasiswa
pendidikan, tanam pohon, pelaksanaan progam-progam kesehatan, olahraga, dll. Dengan
berbagai aksi sosial yang telah dilakukan tersebut, penelitian ini bertujuan untuk mengetahui
pengaruh penerapan corporate social responsibility terhadap sikap, kesadaran merek, dan
loyalitas konsumen. Penelitian ini melibatkan 200 responden dan datanya diuji menggunakan
structural equation modelling dengan software Lisrel 8.7. Hasilnya menunjukkan bahwa CSR
berpengaruh positif terhadap kesadaran merek, dan kesadaran merek berpengaruh positif
terhadap loyalitas konsumen. Sehingga dengan demikian perusahaan-perusahaan yang bergelut
di bidang tersebut harus lebih menggiatkan kegiatan-kegiatan sosialnya serta menambah kualitas
dari produk yang dihasilkan sehingga dapat menambah respon positif dari masyarakat.
Kata kunci: Corporate social responsibility, kesadaran merek, sikap konsumen, loyalitas
konsumen.