PERCEIVED CORPORATE SOCIAL RESPONSIBILITY INFLUENCE ON BRAND IMAGE AND LOYALTY: THE MEDIATING EFFECT OF FUNCTIONAL IMAGE AND AFFECTIVE IMAGE

Research background, nowadays industrial competition is not limited to profits for the company and the benefits the environment and the people affected by the business. The corporate social responsibility (CSR) program is the company's business that contributes to sustainable development by providing economic, social, and environmental benefits. The existence of CSR activities will lead to the perception of CSR in the minds of its customers. The research problem, this study aims to investigate the implementation of perceived CSR to brand image, and customer loyalty could analyze by more specific research objects, PT. Tirta Investama DANONE-AQUA (TIDA). Methodology, this study uses a quantitive approach and causal research design. The respondents are students of Universitas Muhmmadiyah Yogyakarta who have experience purchasing Aqua and knows CSR programs PT. Tirta Investama DANONE-AQUA (TIDA). This study used structural equation modeling (SEM) to test the hypotheses. The results of this study perceived CSR has a positive impact on brand image and loyalty. The mediating effect of the functional image has an indirect impact on loyalty. However, the affectional image could not mediate perceived CSR to loyalty