Publication Date: 2021/10/01
Abstract: The purpose of this study is to explore the impact of corporate social responsibility (CSR) PT. Civil Investment (PNM-Persero) and the company's image on customer satisfaction, and how it can shape PNM customer loyalty. The types of data used are primary data and secondary data. The population for this study were customers of PT. PNM in the East Bandung area. The sample taken is using the Slovin formula and snowball sampling technique so that 100 respondents are obtained. Partial Least square (PLS) analysis method uses SPSS 23 and descriptive analysis method uses cross tabulation. The results of the analysis show that there is a positive effect of CSR activities and corporate image on customer satisfaction and loyalty. Based on the research results, CSR activities have proven to be the most important factor compared to other factors in increasing customer loyalty.
Keywords: CSR, Corporate Image, Customer Satisfaction, Customer Loyalty
DOI: No DOI Available
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT21SEP391.pdf
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