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Abstract

In dealing with the issue of Corporate Social Responsibility (CSR) which is not only a discussion of social issues, but also develops into a heated conversation for business owners. This research aims to examine the influence of CSR on corporate image, satisfaction, purchase intention, and customer loyalty in Waroeng Group Yogyakarta. This research uses the type of data that is primary data with the method of distributing questionnaire to respondents, using sampling techniques with purposive sampling, and the population in this study is Waroeng Group consumers in Yogyakarta. The method used to test hypothesis is Structural Equation Model (SEM) with the help of SmartPLS 3.0 software. The result of this research indicate that CSR shows a significant positive effect on corporate image, customer satisfaction, purchase intention, and customer loyalty. The corporate’s image has a significant positive effect on customer purchase intention and customer loyalty. Customer satisfaction has a significant positive effect on customer purchase intention and customer loyalty.

Keywords: CSR, corporate image, customer satisfaction, customer purchase intention, customer loyalty

Article Details

Author Biography

Primanita Setyono, Faculty of Economics, Universitas Islam Indonesia, Yogyakarta, Indonesia

 

How to Cite
Setyono, P., & Puspita, A. B. (2020). The Effects of Corporate Social Responsibility (CSR) Toward Corporate Image and Customer Response (A Case Study in Waroeng Group Yogyakarta). Proceeding UII-ICABE, 1(1), 313–333. Retrieved from https://journal.uii.ac.id/icabe/article/view/14729
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