Pengaruh Csr Terhadap Trust, Satisfaction Dan Loyalty
Abstract
the influence of Corporate social
responsibility to Trust, Satisfaction and
loyalty is very important for marketing
manager decision making. The study was
conducted on consumers who had purchased
at least 4 times for the last 2 years, did a
complaint, and opened website of Garuda
Indonesia. took 200 samples. The method
used is non-probability sampling method with
purposive sampling technique and using
Structural Equation Model (SEM) analysis
tool.The results of this study are (1) Corporate
social responsibility has a positive effect on
Trust. (2) Corporate social responsibility has a
positive effect on Satisfaction. (3) Corporate
social responsibility has a positive effect on
Loyalty. (4) Trust has a positive effect on
Satisfaction. (5) Satisfaction positively affects
Loyalty.
Keywords: Corporate social responsibility,
Trust, Satisfaction, Loyalty.
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DOI: https://doi.org/10.58217/joce-ip.v12i2.67
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