PENGARUH PENERAPAN CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP CITRA MEREK, KEPERCAYAAN MEREK DAN LOYALITAS MEREK (Survei pada Masyarakat Sekitar PT. Tirta Investama, Desa Keboncandi, Kecamatan Gondang Wetan, Kabupaten Pasuruan)

Abstract

This study aims to empirically study the effect of variable Corporate Social Responsibility (CSR) to the Brand Image, Brand Trust and Brand Loyalty. The samples used in this study 116 respondents using Accidental Sampling. Respondents are society around village Keboncandi and acquire CSR PT. Tirta Investama, Using Aqua Danone products and Making a purchase at least 3 times during the last six months. The results showed that Corporate Social Responsibility (CSR) have significant effect toward Brand Image. Corporate Social Responsibility (CSR) have significant effect toward Brand Trust. Corporate Social Responsibility (CSR) have significant effect toward Brand Loyalty. Brand image have significant effect toward Brand Trust. Brand Image have significant effect toward Brand Loyalty. Brand Trust have significant effect toward Brand Loyalty.

Keywords: Corporate Social Responsibility (CSR), Brand Image, Brand Trust, Brand Loyalty

ABSTRAK 

Penelitian ini bertujuan untuk mempelajari secara empirik pengaruh dari variabel Corporate Social Responsibility (CSR) terhadap Citra Merek, Kepercayaan Merek dan Loyalitas Merek. Jumlah sampel yang digunakan dalam penelitian ini 116 orang responden dengan menggunakan Accidental Sampling. Respondennya merupakan masyarakat sekitar Desa Keboncandi yang mengetahui dan memperoleh CSR PT. Tirta Investama, Menggunakan produk Aqua Danone dan Melakukan pembelian minimal 3 kali selama enam bulan terakhir. Hasil penelitian menunjukkan bahwa Corporate Social Responsibility (CSR) berpengaruh signifikan terhadap Citra Merek. Corporate Social Responsibility (CSR) berpengaruh signifikan terhadap Kepercayaan Merek. Corporate Social Responsibility (CSR) berpengaruh signifikan terhadap Loyalitas Merek. Citra Merek berpengaruh signifikan terhadap Kepercayaan Merek. Citra Merek berpengaruh signifikan terhadap Loyalitas Merek. Kepercayaan Merek berpengaruh signifikan terhadap Loyalitas Merek.

Kata Kunci: Corporate Social Responsibility (CSR), Citra Merek, Kepercayaan Merek, Loyalitas Merek