MUHAMMAD RAFLI RAMADHANE (2025) PENGARUH CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP LOYALITAS KONSUMEN MELALUI VARIABEL KEKAGUMAN MEREK, DAYA TARIK IDENTITAS, DAN KEPUASAN NASABAH DI PT. BANK NEGARA INDONESIA. S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Corporate Social Responsibility (CSR) terhadap loyalitas nasabah dengan mempertimbangkan peran mediasi brand admiration, identity attractiveness, dan customer satisfaction. Objek penelitian adalah nasabah PT. Bank BNI yang mengetahui program CSR melalui BALKONDES di Desa Wanurejo. Metode yang digunakan adalah kuantitatif dengan pendekatan Structural Equation Modeling (SEM) melalui AMOS. Hasil penelitian menunjukkan bahwa CSR berpengaruh signifikan terhadap brand admiration, namun tidak signifikan terhadap identity attractiveness dan customer satisfaction. Identity attractiveness dan customer satisfaction terbukti berpengaruh signifikan terhadap customer loyalty. Namun, brand admiration dan identity attractiveness tidak memediasi pengaruh CSR terhadap customer satisfaction secara signifikan.

Dosen Pembimbing: Indah Fatmawati, Dr., S.E., M.Si. | NIDN0516086901
Item Type: Thesis (S1)
Uncontrolled Keywords: CSR, Brand Admiration, Identity Attractiveness, Customer Satisfaction, Customer Loyalty
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Bima
Date Deposited: 07 Aug 2025 07:31
Last Modified: 07 Aug 2025 07:31
URI: https://etd.umy.ac.id/id/eprint/52461

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