PENGARUH CORPORATE SOCIAL RESPONSIBILITY DAN CITRA PERUSAHAAN TERHADAP LOYALITAS PELANGGAN Studi Kasus Pada Restoran Cepat Saji McDonald's Indonesia di Kota Semarang

Abstract

Corporate Social Responsibility activities have become an obligation for the company. In addition, these activities can improve the image of the company and customer loyalty. In recent time the fast food restaurant development in Indonesia has grown rapidly, as found in McDonalds Semarang City which has held various Corporate Social Responsibility activities. However, there are still customers who do not know the Corporate Social Responsibility activities and the image of the existing company so as to cause low customer loyalty. The purpose of this research is to know the influence of Corporate Social Responsibility and corporate image to customer loyalty. This research type is explanatory research, with technique of collecting questionnaire data with accidental sampling method. Because the number of unknown population then according to Cooper and Emory (1997) sample in this study amounted to 100 respondents who are customers McDonalds in Semarang City. By using validity test, reliability test, cross tabulation, correlation coefficient, simple regression analysis, determination coefficient, significance test (t test), and F test. The result showed that Corporate Social Responsibility had positive and significant effect to company image with value t table 4,459. Corporate Social Responsibility has a positive and significant impact on customer loyalty with t table value 3,161. Corporate image also affects customer loyalty with t value table 5,217. And Corporate Social Responsibility and corporate image have a positive and significant impact on customer loyalty with the value of determination coefficient of 23.3%. The conclusion of this research Corporate Social Responsibility have positive and significant effect to company image. Corporate Social Responsibility also has a positive and significant impact on customer loyalty. Corporate image positively affects customer loyalty, Corporate Social Responsibility and corporate image positively affects customer loyalty. Furthermore, the company can improve the activities of Corporate Social Responsibility and improve the management of good waste so that waste from McDonalds does not disturb the environment.