Pengaruh Penerapan CSR Terhadap Brand Loyalty Melalui Brand Image dan Customer Satisfaction Pada Produk Komestika

Melia Budiwati(1*), Hatane Samuel(2),


(1) 
(2) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk mengidentifikasi pengaruh penerapan CSR perusahaan kosmetika terhadap brand image, pengaruh brand image terhadap customer satisfaction dan brand loyalty, serta mengidentifikasikan pengaruh customer satisfaction terhadap brand loyalty pada produk kosmetik merek The Body Shop, L’occitane, dan Marks&Spencer di Surabaya. Total sebanyak 100 kuesioner disebarkan pada pelanggan kosmetik wanita yang berumur antara 17-40 tahun. Survei dilakukan di komplek perkantoran, perumahan, pusat perbelanjaan/ mall, dan universitas-universitas di Surabaya. Hubungan antar variabel di uji menggunakan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa terdapat hubungan yang positif dan signifikan antara penerapan CSR dengan brand image, brand image dengan customer satisfaction dan brand loyalty, serta customer satisfaction dan brand loyalty.

 

Kata Kunci: CSR, Brand Image, Customer Satisfaction, Brand Loyalty

 

The purpose of this research is to identify the influence of CSR implementation on cosmetics brand image, the influence of brand image on customer satisfaction and brand loyalty, and identify the influence of customer satisfaction on brand loyalty at The Body Shop, L'occitane, and Marks & Spencer cosmetic products in Surabaya. A total of 100 questionnaires were distributed to female cosmetic consumers aged between 17-40. The survey was distributed at Surabaya city at office complex, residential, malls, and universities. The proposed relationships have been tested using structural equation modelling (SEM) with smartPLS. The research results showed that there is positive and significant relationship between the implementation of CSR with brand image, brand image with customer satisfaction and brand loyalty, customer satisfaction and brand loyalty.

 

Keywords: CSR Implementation, Brand Image, Customer Satisfaction, Brand Loyalty.


Full Text:

PDF

References


Ambadar, J. (2008). Corporate Social Responsibility dalam Praktik di Indonesia. Edisi 1.

Jakarta: PT Elex Media Komputindo.

Andreani, F., Taniaji, T., & Puspitasari, R. (2012, Maret). The impact of brand image towards loyalty with satisfaction as a mediator in McDonald’s. Jurnal Manajemen dan Kewirausahaan, Vol. 14, No. 1, 64-71.

Chahal, H. & Sharma, R.D. (2006). Implications of corporate social responsibility on marketing performance: A conceptual framework. Journal of Services Research, Vol. 6, No. 1.

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, Vol. 2, No. 1, 81-93.

Cooper, D. R. & Schindler, P. S. (2006). Business Research Methods (9th ed.). New York:

McGraw-Hill Companies, Inc.

Durianto, D., Sugiarto, & Sitinjak, T. (2004). Strategi Menaklukkan Pasar: Melalui Riset

Ekuitas dan Perilaku Merek. Cetakan ketiga. Jakarta: Gramedia Pustaka Utama.

Foedjiawati & Semuel, H. (2005). Pengaruh kepuasan konsumen terhadap kesetiaan merek (studi kasus restoran the prime steak & ribs Surabaya). Jurnal Manajemen dan Kewirausahaan, Vol. 7, No. 1, 74-82.

Gay, L. R. & Diehl, P. L. (1992). Research Methods for Business and Management. New York: Macmillan Pub. Co.

Ghozali, I. (2008). Structural Equation Modeling Metode Alternatif dengan Partial Least Square. Semarang: Badan Penerbit Universitas Diponegoro.

Hatane, M. Y., Yosari, A., & Hendautomo, F. C. (2012, Maret). Evaluation of the successfulness of a green program through customer perceived quality, brand image, and customer satisfaction: a case study at Surabaya plaza hotel. Jurnal Manajemen dan Kewirausahaan, Vol. 14, No. 1, 56-71.

Houdegbe, T. (2011). The Body Shop CSR. Retrieved October 16, 2013, from http://fashionwithaheart.wordpress.com/2011/05/20/the-body-shop-csr/

ISO. (2010). ISO 26000—Social responsibility. Retrieved October 16, 2013, from http://www.iso.org/iso/home/standards/iso26000.htm

Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing

Brand Equity. Third Edition. USA: Pearson International Edition.

Kidzie, U. (2011, Maret). Corporate social responsibility (CSR) meurut perspektif sosiologi. Retrieved October 16, 2013, from http://ulzikidzie.blogspot.ca/2011/03/corporate-social-responsibility-csr.html.

Kiyani, T. M., Niazi, M. R. U. K., Rizvi, R. A., & Khan, I. (2012, May). The relationship between brand trust, customer satisfaction and customer loyalty. Interdisciplinary Journal of Contemporary Research in Business, Vol. 4, No. 1, 489-502.

Kotler, P. (2005). Manajamen Pemasaran, Jilid 1 dan 2. Jakarta: PT. Indeks Kelompok Gramedia.

Kotler, P. (2003). Marketing Management. 11th Edition. New Jersey: Prentice Hall Int’l.

Kotler, P., & Armstrong. (2008). Prinsip-Prinsip Pemasaran. Edisi 12, Jilid 1. Jakarta:

Erlangga.

Kotler, P., & Lee, N. (2005). Corporate Social Responsibility: Doing The Most Good for

Your Company and Your Cause: John Wiley & Sons Inc.

Lovelock, C. H., dan Wright, L. K. (2005). Manajemen Pemasaran Jasa. Jakarta: PT. Indeks Kelompok Gramedia.

Miller, B.A. (2002). Social initiatives can boost loyalty. Marketing News, Vol. 36, No. 21. Moorman, C., Deshpande, R. & Zaltman, G. (1993, January). Factors affecting trust in

market research relationships. Journal of Marketing, Vol. 57, 81-101.

Mowen, J. C. & Minor, M. (2002). Perilaku Konsumen. Jilid 1 terjemahan. Jakarta: Erlangga.

Naqvi, R., et al. (2013, May). Impact of corporate social responsibility on brand image in different FMCGs of Pakistan. Interdisciplinary Journal of Contemporary Research in

Business, Vol. 5, No. 1, 79-93.

Pramudyo, A. (2012, Agustus). Pengaruh citra merek terhadap loyalitas melalui kepuasan sebagai intervening. Jurnal Bisnis Manajemen dan Akuntansi, Vol. 1, No. 1, 1-16.

Roslina (2010, Mei). Citra merek: dimensi, proses pengembangan serta pengukurannya.

Jurnal Ilmiah Berkala Empat Bulan, ISSN 1411-9366, Vol. 6, No. 3, 333-346.

Saidi, Z., & Abidin, H. (2004). Menjadi Bangsa Pemurah: Wacana dan Praktek

Kedermawanan Sosial di Indonesia, Jakarta: Piramidia.

Sekaran, U. (2000). Research Methods for Business: Skill-Building Approach, 4th ed., New

York: John Wiley &Sons Inc.

Semuel, H., & Wijaya, E. (2008, April). Corporate social responsibility, purchase intention dan corporate image pada restoran di Surabaya dari perspektif pelanggan. Jurnal Manajemen Pemasaran, Vol. 3, No. 1, 35-54.

Senjaya, V., Semuel, H., & Dharmayanti, D. (2012). Pengaruh customer experience quality terhadap customer satisfaction dan customer loyalty di kafe excelso tunjungan plaza Surabaya: perspektif B2C. Jurnal Manajemen Pemasaran, Vol. 2, No. 1, 50-70.

Solihin, I. (2009). Corporate Social Responsibility: from Charity to Sustainability. Jakarta:

Salemba Empat.

Sondoh, S. L., dkk. (2007, Januari). The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic. Asian Academy of Management Journal, Vol. 12, No. 1, 83-107.

Sugiyono (2008). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.

Susanto, A.B. & Wijanarko, H. (2004). Power Branding. Jakarta: Quantum Bisnis dan Manajemen.

Susilowati, L., & Sumarto (2010, Maret). Membangun brand loyalty melalui brand trust dan customer satisfaction. Jurnal Riset Ekonomi dan Bisnis, Vol. 10, No. 1, 53-61.

Tjahyadi, R.A. (2006, November). Brand trust dalam konteks loyalitas merek: peran karakteristik merek, karakteristik perusahaan, dan karakterisktik hubungan pelanggan-merek. Jurnal Manajemen, Vol. 6, No. 1, 63-75.

Tjiptono, F. (2009). Strategi Pemasaran. Yogyakarta: Andi.

WEB. (2012, Agustus 10). Sepuluh perusahaan kosmetik terbaik di tahun 2011. Berita Satu. Retrieved October 16, 2013, from http://www.beritasatu.com/fashion/65441-10-perusahaan-kosmetik-terbaik-di-tahun-2011.html

Zeithaml, Valerie, A. and Bitner, Jo, M. (2003). Service Marketing. New York: McGraw Hill Inc.


Refbacks

  • There are currently no refbacks.