Pengaruh Corporate Social Responsibility Terhadap Citra Perusahaan dan Loyalitas Nasabah Bank Muamalat di Surabaya
Abstract
Abstrak
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Penelitian ini bertujuan untuk mengetahui pengaruh CSR terhadap citra perusahaan dan loyalitas nasabah bank Muamalat di Surabaya. Penelitian ini menggunakan kuesioner dalam pengumpulan data primer dan pendekatan kuantitatif dengan menggunakan Path Analysis. Jumlah sampel yang digunakan adalah 30 nasabah yang telah menjadi nasabah Bank Muamalat minimal 1 tahun. Pengambilan sampel dalam penelitian ini menggunakan purposive sampling. Hasil penelitian menunjukkan bahwa CSR tidak berpengaruh langsung secara signifikan terhadap Loyalitas nasabah, namun CSR berpengaruh signifikan terhadap Loyalitas melalui variabel citra perusahaan.
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Kata Kunci : CSR, Loyalitas, Citra Perusahaan
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