Detail Cantuman Kembali
PENGARUH PENERAPAN PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP BRAND IMAGE DAN LOYALITAS NASABAH TABUNGAN PT.BANK RAKYAT INDONESIA (PERSERO) TBK. CABANG TANJUNG KARANG
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ABSTRACT
The Influence of Corporate Social Responsibility (CSR) Program
Implementation on Corporate Image and Customer Loyalty PT. Bank
Rakyat Indonesia (Persero) Tbk. In Bandar Lampung
By
Nety Marlinda
Implementation of Corporate Social Responsibility (CSR) is no longer
seen as a cost, but also a long-term investment, because the implementation of
CSR program will have a positive impact not only on banking operations, but also
the continuity of existence in the future. This study aims to examine the effect of
CSR programs on corporate image and customer loyalty and the influence of
corporate image on customer loyalty.
Population in this research is all customer of savings from company PT.
Bank Rakyat Indonesia (Persero) Tbk. Tanjung Karang and Teluk Betung Branch,
the size of the sample that can represent the population to be studied is 400
respondents, Data analysis techniques in this study is by path analysis. The data
used is the primary data with research instruments in the form of questionnaires.
Based on the results of research that has been done, it is evident that there is
influence of variables of CSR program implementation on corporate image and
customer loyalty, and the biggest influence is owned by variables of CSR
implementation. In addition, this study proves that there is influence of corporate
image on customer loyalty.
Keywords : Corporate Social Responsibility, Corporate Image, Loyalty.
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ABSTRAK
Pengaruh Penerapan Program Corporate Social Responsibility (CSR)
Terhadap Corporate Image dan Loyalitas Nasabah Tabungan PT. Bank
Rakyat Indonesia (Persero) Tbk. Di Bandar Lampung
Oleh
Nety Marlinda
Penerapan Corporate Social Responsibility (CSR) tidak lagi dipandang
sebagai cost, melainkan juga sebuah investasi jangka panjang, karena pelaksanaan
program CSR akan memberikan dampak positif tidak hanya bagi kegiatan
operasional perbankan, akan tetapi kelangsungan eksistensi dimasa yang akan
datang. Penelitian ini bertujuan untuk menguji pengaruh program CSR terhadap
corporate image dan loyalitas nasabah serta pengaruh corporate image terhadap
loyalitas nasabah.
Populasi dalam penelitian ini adalah seluruh nasabah tabungan dari
perusahaan PT. Bank Rakyat Indonesia (Persero) Tbk. Cabang Tanjung Karang
dan Teluk Betung, besarnya sampel yang dapat mewakili populasi untuk diteliti
adalah 400 orang responden, Teknik analisis data pada penelitian ini adalah
dengan analisis jalur. Data yang digunakan merupakan data primer dengan
instrumen penelitian berupa kuisioner. Berdasarkan hasil penelitian yang telah
dilakukan, terbukti bahwa terdapat pengaruh variabel penerapan program CSR
terhadap corporate image dan loyalitas nasabah, dan pengaruh terbesar dimiliki
oleh variabel penerapan CSR. Selain itu, penelitian ini membuktikan bahwa
terdapat pengaruh corporate image terhadap loyalitas nasabah.
Kata Kunci : Corporate Social Responsibility, Corporate Image, Loyalitas,
NETY MARLINDA
NETY MARLINDA - Personal Name
27 AGUSTUS 2018
R 658 NET p
658
Tesis
Indonesia
UNILA
2018
Bandar Lampung
Tesis
Dr. AYI AHADIAT, S.E., M.B.A.
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