CORPORATE SOCIAL RESPONSIBILITY TERHADAP CUSTOMER LOYALTY YANG DIMEDIASI OLEH ELECTRONIC SERVICE QUALITY, TRUST DAN CUSTOMER SATISFACTION PADA INDUSTRI PERBANKAN INDONESIA

CORPORATE SOCIAL RESPONSIBILITY TERHADAP CUSTOMER LOYALTY YANG DIMEDIASI OLEH ELECTRONIC SERVICE QUALITY, TRUST DAN CUSTOMER SATISFACTION PADA INDUSTRI PERBANKAN INDONESIA

This article examines the effect of Corporate Social Responsibility (CSR) programs on customer loyalty that is mediated by service quality, trust and electorinic customer satisfaction. Using a sample
of 207 BUKU 4 bank customers in Indonesia who have accounts for more than six months. The
survey was conducted by filling out an online questionnaire. Data analysis used Structural Equation Modeling (SEM). The results obtained from this study indicate that CSR mediated by electronic service quality, trust, and customer satisfaction overall has a positive influence on customer loyalty of banks in Indonesia. This study reveals that the bank is not only oriented towards business profit,but also carry out CSR programs in a sustainable manner. The CSR program is considered important, because it can build effective communication with customers and prospective customers. It can also increase customer awareness. In addition, currently the technology owned by the bank will be a factor
that can build consumer loyalty.

Delia Anindita Prashella, Kurniawati, Herfin Fachri, Prita Karina Diandra, Taryono Aji

DOI : http:://dx.doi.org/10.26418/jebik.v10i2.44779

Univ. Tanjungpura

: 29-08-2021

Sri Wahyuni

P-ISSN : 2087-9954, E-ISSN : 2550-0066

PDF

Indonesian

Text

Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK) Univ. Tanjungpura 2021