Corporate Social Responsibility, Brand Loyalty di Universitas Negeri dan Swasta di Kota Batam
Abstract
The aim of the research is to identify factors in implementing Corporate Social Responsibility (CSR) that influence Brand loyalty both directly and indirectly through the mediation of Brand Trust, Brand Reputation and Brand Image. The research population is active students at state universities and private universities in Batam City. The data collection technique used was primary data by distributing questionnaires to 420 students in Batam City. The data analysis technique uses PLS-SEM which aims to test latent constructs in the linear construct relationship with existing parameters. Based on research results, CSR has a significant positive effect on brand loyalty, brand image, brand trust and brand reputation in the state and private universities in Batam City. Meanwhile, brand trust and brand loyalty do not have a significant influence due to the lack of trust and interest of students in state and private universities.
Keywords: CSR; Brand Loyalty; Brand Trust; Brand Reputation; Brand Image.
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References
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Tan, P. L., Rasoolimanesh, S. M., & Manickam, G. (2022). How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities. Heliyon, 8(4), e09266. https://doi.org/10.1016/j.heliyon.2022.e09266
Toshmirzaev, D., Ahn, Y., Kiatkawsin, K., Sutherland, I., & Zielinski, S. (2022). The effect of corporate social responsibility on trustful relationship, supportive communication intention, and brand loyalty of ethnic halal restaurants. Frontiers in Psychology, 13(October). https://doi.org/10.3389/fpsyg.2022.1022835
Widadi, B., & Hamid, N. (2021). Customer Loyalty Establishment Model based on Corporate Social Responsibility ( CSR ) Program in Timor Leste. 18, 299–322. https://doi.org/10.14704/WEB/V18SI03/WEB18042
Zhang, N. (2022). How does CSR of food company affect customer loyalty in the context of COVID ‑ 19 : a moderated mediation model. International Journal of Corporate Social Responsibility, 1–10. https://doi.org/10.1186/s40991-021-00068-4
Zhao, Y., Abbas, M., Samma, M., Ozkut, T., Munir, M., & Rasool, S. F. (2021). Exploring the Relationship Between Corporate Social Responsibility, Trust, Corporate Reputation, and Brand Equity. Frontiers in Psychology, 12(November), 1–10. https://doi.org/10.3389/fpsyg.2021.766422
Amoako, G. K., Doe, J. K., & Dzogbenuku, R. K. (2020). Perceived firm ethicality and brand loyalty: the mediating role of corporate social responsibility and perceived green marketing. Society and Business Review, 16(3), 398–419. https://doi.org/10.1108/SBR-05-2020-0076
Aramburu, I. A. (2019). The Effects of Corporate Social Responsibility on Customer Loyalty : The Mediating Effect of Reputation in Cooperative Banks Versus Commercial Banks in the Basque Country. 701–719. https://doi.org/10.1007/s10551-017-3438-1
Aslam, E., & Ashraf, M. S. (2022). Impact of corporate image on customer loyalty of Islamic banks : the role of religiosity , collectivism , sight cues and CSR. https://doi.org/10.1108/JIMA-09-2021-0314
BPS Indonesia. (2022). Jumlah Perguruan Tinggi1, Dosen, dan Mahasiswa2 (Negeri dan Swasta) di Bawah Kementerian Pendidikan, Kebudayaan, Riset, dan Teknologi Menurut Provinsi, 2022. Badan Pusat Statistik. https://www.bps.go.id/indikator/indikator/view_data_pub/0000/api_pub/cmdTdG5vU0IwKzBFR20rQnpuZEYzdz09/da_04/1
BPS Kepulauan riau. (2022). Jumlah Perguruan Tinggi1, Dosen, dan Mahasiswa2 (Negeri dan Swasta) di Bawah Kementerian Pendidikan, Kebudayaan, Riset, dan Teknologi Menurut Kabupaten/Kota di Provinsi Kepulauan Riau, 2022. Badan Pusat Statistik. https://www.bps.go.id/indikator/indikator/view_data_pub/2100/api_pub/cmdTdG5vU0IwKzBFR20rQnpuZEYzdz09/da_04/1
Fawad, K., Pérez, A., & Farooq, U. (2020). International Journal of Hospitality Management Corporate social responsibility ( CSR ) and customer loyalty in the hotel industry : A cross-country study. International Journal of Hospitality Management, 89(June), 102565. https://doi.org/10.1016/j.ijhm.2020.102565
Huo, C., Hameed, J., Zhang, M., Bin Mohd Ali, A. F., & Amri Nik Hashim, N. A. (2022). Modeling the impact of corporate social responsibility on sustainable purchase intentions: insights into brand trust and brand loyalty. Economic Research-Ekonomska Istrazivanja , 35(1), 4710–4739. https://doi.org/10.1080/1331677X.2021.2016465
Kataria, S., Saini, V. K., Sharma, A. K., Yadav, R., & Kohli, H. (2021). An integrative approach to the nexus of brand loyalty and corporate social responsibility. International Review on Public and Nonprofit Marketing, 18(3), 361–385. https://doi.org/10.1007/s12208-021-00277-4
Kaushal, V., & Ali, N. (2020). University Reputation , Brand Attachment and Brand Personality as Antecedents of Student Loyalty : A Study in Higher Education Context. Corporate Reputation Review, 23(4), 254–266. https://doi.org/10.1057/s41299-019-00084-y
Khan, I., & Fatma, M. (2019). Connecting the dots between CSR and brand loyalty: the mediating role of brand experience and brand trust. International Journal of Business Excellence, 17(4), 439. https://doi.org/10.1504/IJBEX.2019.10020542
Khawaja, L., Ali, A. A., & Mostapha, N. (2021). The mediating effect of customer satisfaction in relationship with service quality, corporate social responsibility, perceived quality and brand loyalty. Management Science Letters, 11, 763–772. https://doi.org/10.5267/j.msl.2020.10.030
Lee, S. S., & Kim, Y. (2019). Modified Pyramid of CSR for Corporate Image and Customer Loyalty : Focusing on the Moderating Role of the CSR Experience.
Liu, M. T., & Liu, Y. (2019). How CSR influences customer behavioural loyalty in the Chinese hotel industry loyalty. https://doi.org/10.1108/APJML-04-2018-0160
Menaga, A., & Shanmugam, V. (2020). Assessing the Mediating effect of corporate branding between Corporate Social Responsibility and Brand loyalty in FMCG Sector. Adalya Journal, 9(7). https://doi.org/10.37896/aj9.7/022
Putra, A. P., Armanu, A., & Sudjatno, S. (2019). the Influence of Corporate Social Responsibility, Brand Personality and Corporate Reputation on Brand Loyalty of Modern Retailers. Jurnal Aplikasi Manajemen, 17(1), 66–75. https://doi.org/10.21776/ub.jam.2019.017.01.08
Rasoolimanesh, S. M., Tan, P. L., Nejati, M., & Shafaei, A. (2021). Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust. Journal of Marketing for Higher Education, August, 1–22. https://doi.org/10.1080/08841241.2021.1973645
Saputra, S. (2022). THE INFLUENCE OF BRAND AWARENESS , BRAND IMAGE , PERCEIVED QUALITY AND BRAND LOYALTY ON BRAND. 5(2), 319–326.
Tan, P. L., Rasoolimanesh, S. M., & Manickam, G. (2022). How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities. Heliyon, 8(4), e09266. https://doi.org/10.1016/j.heliyon.2022.e09266
Toshmirzaev, D., Ahn, Y., Kiatkawsin, K., Sutherland, I., & Zielinski, S. (2022). The effect of corporate social responsibility on trustful relationship, supportive communication intention, and brand loyalty of ethnic halal restaurants. Frontiers in Psychology, 13(October). https://doi.org/10.3389/fpsyg.2022.1022835
Widadi, B., & Hamid, N. (2021). Customer Loyalty Establishment Model based on Corporate Social Responsibility ( CSR ) Program in Timor Leste. 18, 299–322. https://doi.org/10.14704/WEB/V18SI03/WEB18042
Zhang, N. (2022). How does CSR of food company affect customer loyalty in the context of COVID ‑ 19 : a moderated mediation model. International Journal of Corporate Social Responsibility, 1–10. https://doi.org/10.1186/s40991-021-00068-4
Zhao, Y., Abbas, M., Samma, M., Ozkut, T., Munir, M., & Rasool, S. F. (2021). Exploring the Relationship Between Corporate Social Responsibility, Trust, Corporate Reputation, and Brand Equity. Frontiers in Psychology, 12(November), 1–10. https://doi.org/10.3389/fpsyg.2021.766422
Published
2023-11-30
How to Cite
SAPUTRA, Suyono; CHARLES, Hendry.
Corporate Social Responsibility, Brand Loyalty di Universitas Negeri dan Swasta di Kota Batam.
E-Jurnal Akuntansi, [S.l.], v. 33, n. 11, p. 2857-2871, nov. 2023.
ISSN 2302-8556.
Available at: <https://ojs.unud.ac.id/index.php/akuntansi/article/view/107954>. Date accessed: 14 nov. 2024.
doi: https://doi.org/10.24843/EJA.2023.v33.i11.p03.
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