ANALISIS PENGARUH CORPORATE SOCIAL RESPONSIBILITY TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY DIMEDIASI OLEH CORPORATE IMAGE PADA PELANGGAN PASTA GIGI PEPSODENT DI SURABAYA

Abstract

Competition makes the company motivated to grow and keep trying to scoop up more customers with the offered products. Many things company do to make it happen, starting from improve the marketing, corporate structure and strategy, advertising media, finance, until the product production process. All these strategies are done by the company to create a positive image in the eyes of its customers. A company will be viewed positively if they succeed to do good things for humanity or known as Corporate Social Responsibility (CSR). One company that has implemented CSR program is PT. Unilever Indonesia Tbk (Pepsodent). This study aims to determine whether the company's Corporate Social Responsibility factors will affect Customer Satisfaction and Customer Loyalty mediated with Company's Image to the customers of Pepsodent toothpaste in Surabaya. This research data is obtained from 100 customers of toothpaste Pepsodent in Surabaya with certain characteristics. Processing and analysis of this research data using multiple linear regression model with software SPSS 17.0 as data processing software. The result of analysis shows that CSR Factors have significant effect to Corporate Image. In addition, CSR Factors also have a significant effect on Customer Satisfaction, while Corporate Image has no significant effect on Customer Satisfaction. Finally, CSR Factors and Customer Satisfaction significantly influence to Customer Loyalty, while Corporate Image has no significant effect on Customer Loyalty. This empirical study shows that CSR Factors has the greatest impact on Customer Satisfaction with value 0.725. This study also concluded that Customer Satisfaction with value 0,477 have bigger influence than CSR Factors to Customer Loyalty