| dc.description.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 | en_US |
