Pengaruh Corporate Social Responsibility (CSR) terhadap Loyalitas Konsumen
DOI:
https://doi.org/10.59086/jam.v4i1.672Keywords:
Corporate Social Responsibility, Loyalitas Konsumen, Perusahaan ManufakturAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Corporate Social Responsibility (CSR) terhadap loyalitas konsumen pada perusahaan manufaktur. Dalam era persaingan bisnis yang semakin ketat, perusahaan tidak hanya dituntut untuk menghasilkan produk berkualitas, tetapi juga untuk menunjukkan tanggung jawab sosialnya kepada masyarakat dan lingkungan. CSR menjadi salah satu strategi penting dalam membangun citra positif dan hubungan jangka panjang dengan konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada konsumen dari perusahaan manufaktur terpilih. Teknik analisis data yang digunakan adalah regresi linear untuk menguji hubungan antara variabel CSR dan loyalitas konsumen. Hasil penelitian menunjukkan bahwa dimensi CSR yang mencakup tanggung jawab terhadap lingkungan dan sosial berpengaruh positif dan signifikan terhadap loyalitas konsumen. Kemudian, dimensi berupa tanggung jawab ekonomi tidak memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen. Temuan ini mengindikasikan bahwa implementasi program CSR yang efektif dapat meningkatkan kepercayaan dan keterikatan konsumen terhadap merek, sehingga memperkuat loyalitas mereka.
This study aims to analyze the impact of Corporate Social Responsibility (CSR) on consumer loyalty in the manufacturing sector. In an era of increasingly intense business competition, companies are not only expected to produce high-quality products but also to demonstrate social responsibility toward the community and the environment. CSR has emerged as a key strategy for building a positive corporate image and fostering long-term relationships with consumers. This research employs a quantitative approach by distributing questionnaires to consumers of selected manufacturing companies. The data analysis technique used is linear regression to examine the relationship between CSR and consumer loyalty. The findings reveal that the environmental and social dimensions of CSR have a positive and significant effect on consumer loyalty. In contrast, the economic responsibility dimension does not show a positive and significant influence on loyalty. These results suggest that effective implementation of CSR programs can enhance consumer trust and attachment to the brand, thereby strengthening their loyalty.
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