PENGARUH CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP BRAND IMAGE AND LOYALTYHOTEL MERCURE GRAND MIRAMA SURABAYA

  • Nabil Chotib Jurusan Manajemen Pemasaran Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Corporate Social Responsibility (CSR),, Functional Brand Image, Affective Brand Image dan Customer Brand Loyalty.

Abstract

Penelitian ini bertujuan untuk membuktikan pengaruh antara Corporate Social Responsibility (CSR), Functional Brand Image, Affective Brand Image dan Customer Brand Loyalty terhadap Hotel Mercure Grand Mirama Surabaya Surabaya. Jenis penelitian yang digunakan adalah penelitian kausal dengan pendekatan kuantitatif. Penelitian ini menggunakan pendekatan purposive sampling yang merupakan teknik pengambilan sampel berdasarkan pertimbangan atau penilaian pribadi peneliti terkait dengan karakteristik populasi yang sesuai untuk dijadikan sampel penelitian. Adapun karakteristiknya adalah responden dalam rentang usia 18 tahun keatas, serta memiliki frekuensi menginap di Hotel Mercure Grand Mirama Surabaya minimal 2 kali dalam satu tahun terakhir. Responden dalam penelitian ini berjumlah 250 orang, yang terdiri dari 99 pria dan 151 wanita. Analisis dalam penelitian ini menggunakan SEM (Structural  Equation Modeling) dan diolah menggunakan software SPSS versi 16.0 for Windows serta AMOS versi 20.0 for Windows untuk  pengujian Model Measurement dan Structural. Hasil penelitian ini menunjukkan bahwa 4 dari 5 hipotesis terdukung, yaitu Corporate Social Responsibility (CSR)  berpengaruh terhadap Functional Brand Image, Affective Brand Image, dan Customer Brand Loyalty. Sedangkan, Functional Brand Image berpengaruh terhadap Customer Brand Loyalty. Selain itu, juga terdapat 1 hipotesis yang tidak terdukung yaitu Affective Brand Image tidak berpengaruh terhadap Customer Brand Loyalty.

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Published
2018-03-01
Issue
Vol. 7 No. 1 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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