Pengaruh Program Tanggung Jawab Sosial Perusahaan terhadap Loyalitas Konsumen dan Pengambilan Keputu

Riastuty Nuswo Utami,

2008 | Tesis |

CSR program is a form or a way to attend to environmental and social conditions. This attention can be materialized through charity, social donations as well as through making program plan to empower the community. CSR program has aims, some has good intentions in social and environmental problems while the others have self interest motives like enhancing the corporate image and some only adheres to role of law because of outside pressures. Research showed that the effect of CSR program in product patronization. This research tried to come up with the effect of CSR to the consumers’ loyalty and purchase decision making in patronizing certain product. The method was experimentation. The study concentrated on FEUR brand of laptop. It was done by three groups of students on their own perception composed of 18 members in group I, 20 members in group II, and 15 members in group III. Group one gave brochure after which, they answered the questionaries, the next group was exposed to multimedia and afterwards they have answered the same questionaries. The third group have been exposed to multimedia and given brochure and then answered the same questionaries. Result of one-way analysis showed majority of the subject expressed their preference not to patronize the brand of FEUR product ( 94,44 % respondent at group brochure, 85 % respondent at multi-media and 73,33 % at both group brochure and multi-media). There is no significance differences in the result of the this eksperimentation ( p = 0,067). Whereas there is a significant different on customer loyalty variable ( p = 0,043). Key word : Corporate Social Responsbility, loyalty, costumers decision making Pengantar

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