Pengaruh Penerapan Program Corporate Social Responsibility (CSR) Terhadap Corporate Image dan Loyalitas Nasabah Tabungan PT. Bank Rakyat Indonesia (Persero) Tbk. Di Bandar Lampung

Nety Marlinda, 1621031011 (2018) Pengaruh Penerapan Program Corporate Social Responsibility (CSR) Terhadap Corporate Image dan Loyalitas Nasabah Tabungan PT. Bank Rakyat Indonesia (Persero) Tbk. Di Bandar Lampung. Masters thesis, UNIVERSITAS LAMPUNG.

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Abstrak

iii ABSTRACT The Influence of Corporate Social Responsibility (CSR) Program Implementation on Corporate Image and Customer Loyalty PT. Bank Rakyat Indonesia (Persero) Tbk. In Bandar Lampung By Nety Marlinda Implementation of Corporate Social Responsibility (CSR) is no longer seen as a cost, but also a long-term investment, because the implementation of CSR program will have a positive impact not only on banking operations, but also the continuity of existence in the future. This study aims to examine the effect of CSR programs on corporate image and customer loyalty and the influence of corporate image on customer loyalty. Population in this research is all customer of savings from company PT. Bank Rakyat Indonesia (Persero) Tbk. Tanjung Karang and Teluk Betung Branch, the size of the sample that can represent the population to be studied is 400 respondents, Data analysis techniques in this study is by path analysis. The data used is the primary data with research instruments in the form of questionnaires. Based on the results of research that has been done, it is evident that there is influence of variables of CSR program implementation on corporate image and customer loyalty, and the biggest influence is owned by variables of CSR implementation. In addition, this study proves that there is influence of corporate image on customer loyalty. Keywords : Corporate Social Responsibility, Corporate Image, Loyalty. iv ABSTRAK Pengaruh Penerapan Program Corporate Social Responsibility (CSR) Terhadap Corporate Image dan Loyalitas Nasabah Tabungan PT. Bank Rakyat Indonesia (Persero) Tbk. Di Bandar Lampung Oleh Nety Marlinda Penerapan Corporate Social Responsibility (CSR) tidak lagi dipandang sebagai cost, melainkan juga sebuah investasi jangka panjang, karena pelaksanaan program CSR akan memberikan dampak positif tidak hanya bagi kegiatan operasional perbankan, akan tetapi kelangsungan eksistensi dimasa yang akan datang. Penelitian ini bertujuan untuk menguji pengaruh program CSR terhadap corporate image dan loyalitas nasabah serta pengaruh corporate image terhadap loyalitas nasabah. Populasi dalam penelitian ini adalah seluruh nasabah tabungan dari perusahaan PT. Bank Rakyat Indonesia (Persero) Tbk. Cabang Tanjung Karang dan Teluk Betung, besarnya sampel yang dapat mewakili populasi untuk diteliti adalah 400 orang responden, Teknik analisis data pada penelitian ini adalah dengan analisis jalur. Data yang digunakan merupakan data primer dengan instrumen penelitian berupa kuisioner. Berdasarkan hasil penelitian yang telah dilakukan, terbukti bahwa terdapat pengaruh variabel penerapan program CSR terhadap corporate image dan loyalitas nasabah, dan pengaruh terbesar dimiliki oleh variabel penerapan CSR. Selain itu, penelitian ini membuktikan bahwa terdapat pengaruh corporate image terhadap loyalitas nasabah. Kata Kunci : Corporate Social Responsibility, Corporate Image, Loyalitas,

Tipe Karya Ilmiah: Tesis (Masters)
Subyek: H Ilmu Sosial = Social Sciences > HB Economic Theory
H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Program Studi: Fakultas Ekonomi dan Bisnis > Prodi Manajemen
Depositing User: 188632699 . Digilib
Date Deposited: 14 Nov 2018 08:56
Last Modified: 14 Jan 2019 08:27
URI: http://digilib.unila.ac.id/id/eprint/47213

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