PENGARUH CSR TERHADAP CORPORATE REPUTATION DAN BRAND EQUITY MELALUI MEDIASI PARSIAL OLEH CUSTOMER SATISFACTION PADA BANK MANDIRI DI SURABAYA
Abstract
Penelitian ini bertujuan menguji pengaruh positif inisiatif corporate social responsibility (CSR) terhadap corporate reputation dan brand equity melalui mediasi parsial oleh customer satisfaction pada Bank Mandiri Surabaya. CSR memberikan dampak periklanan informatif dan persuasif bagi perusahaan. Dampak periklanan informatif CSR adalah pengaruh langsung terhadap corporate reputation dan brand equity. Sedangkan dampak periklanan persuasif CSR adalah pengaruh terhadap corporate reputation dan brand equity dimediasi secara parsial oleh customer satisfaction. Sebagai tambahan, penelitian ini juga menguji pengaruh langsung CSR terhadap customer satisfaction. Penelitian ini menggunakan pendekatan kuantitatif dengan metode SEM menggunakan software Lisrel 8.7.0. Teknik pengumpulan data yang digunakan adalah non probability sampling yaitu purposive sampling, dengan sampel berupa 170 nasabah Bank Mandiri yang memenuhi karakteristik responden yang telah ditentukan. Hasil penelitian menunjukkan pengaruh positif CSR terhadap customer satisfaction, corporate reputation, dan brand equity, sehingga semua hipotesis terkait dampak periklanan informatif dari inisiatif CSR terdukung. Di sisi lain, customer satisfaction terbukti memediasi secara parsial pengaruh positif CSR terhadap corporate reputation, namun tidak terbukti memediasi pengaruh positif CSR terhadap brand equity.
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References
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