Implications of Corporate Social Responsibility on Customer Loyalty Through Brand Equity and Ewom at PT. Hayati and Craft Indonesia

Muhammad Arif Abidin; Dina Lusianti; Supriyono

doi:10.55927/mudima.v6i3.24

Authors

Muhammad Arif Abidin Universitas Muria Kudus
Dina Lusianti Universitas Muria Kudus
Supriyono Universitas Muria Kudus

DOI:

https://doi.org/10.55927/mudima.v6i3.24

Keywords:

Corporate Social Responsibility, Brand Equity, Electronic Word of Mouth, Customer Loyalty

Abstract

This study aims to analyze the effect of Corporate Social Responsibility (CSR) on Customer Loyalty (CL) through Brand Equity (BE) and Electronic Word of Mouth (EWOM) as intervening variables at PT Hayati and Craft Indonesia. This research uses a quantitative approach. The population of this study consists of consumers of PT Hayati and Craft Indonesia. The sampling technique used was purposive sampling, with the criteria that respondents had purchased the product at least twice and were aware of the CSR activities carried out by the company. A total of 168 respondents were obtained as research samples. Data were analyzed using Structural Equation Modeling (SEM) with AMOS version 24. The results show that CSR has a positive and significant effect on Brand Equity and Electronic Word of Mouth. However, CSR does not directly affect Customer Loyalty. Brand Equity and Electronic Word of Mouth are proven to mediate the relationship between CSR and Customer Loyalty. These findings indicate that CSR activities need to be supported by strong brand value and positive electronic word of mouth to increase customer loyalty

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