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.
