Analisis Pengaruh Initiatives Corporate Social Responsibility (Csr) terhadap Customer Loyalty Bank Konvesional di Batam

Rahmanto, Anjar (2018) Analisis Pengaruh Initiatives Corporate Social Responsibility (Csr) terhadap Customer Loyalty Bank Konvesional di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini bertujuan untuk menganalisa hubungan antara Initiatives Corporate Social Responsibility (CSR) yaitu customer centric, green environment, ethic, dan philanthropic terhadap customer loyalty. Data dalam penelitian ini didapatkan dari 325 nasabah yang menggunakan perbankan konvensional atau bank umum yang melakukan CSR diperusahaan perbankan dengan menggunakan metode judgmental sampling dari 5 bank konvesional, yaitu Bank Mandiri, Bank Rakyat Indonesia (BRI), Bank Central Asia (BCA), Bank Negara Indonesia (BNI) dan Bank CIMB niaga. Pengujian hipotesis dikerjakan dengan menggunakan program IBM SPSS versi 22. Hasil menunjukan bahwa variabel CSR yaitu customer centric berpengaruh signifikan terhadap customer loyalty dan itu juga terjadi pada ethic berpengaruh signifikan terhadap customer loyalty, namun variabel green environment dan philanthropic tidak berpengaruh signifikan terhadap customer loyalty. ********************************************************* This study aims to analyze the relationship between Initiatives Corporate Social Responsibility (CSR) namely customer centric, green environment, ethic, and philanthropic against customer loyalty. The data in this study were obtained from 325 customers using conventional banking or commercial banks performing CSR in the banking sector using judgmental sampling method from 5 conventional banks, namely Bank Mandiri, Bank Rakyat Indonesia (BRI), Bank Central Asia (BCA), Bank Negara Indonesia (BNI) and Bank CIMB commercial. Hypothesis testing is done by using IBM SPSS program version 22. The result show that CSR variable that is customer centric have significant effect to customer loyalty and it also happened at ethic have significant effect to customer loyalty, but green environment and philanthropic variable have no significant effect to customer loyalty.

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