Pengaruh corporate social responsibility, service quality, corporate reputation, dan transparacy terhadap customer loyalty melalui customer satisfaction dan customer trust pada pelanggan Telkomsel di Surabaya

Chrisdianto, Chrisdianto (2022) Pengaruh corporate social responsibility, service quality, corporate reputation, dan transparacy terhadap customer loyalty melalui customer satisfaction dan customer trust pada pelanggan Telkomsel di Surabaya. Masters thesis, UNIVERSITAS PELITA HARAPAN.

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Abstract

Penelitian ini dilakukan untuk mengetahui pengaruh corporate social responsibility, service quality, corporate reputation, dan transparency terhadap customer loyalty melalui customer satisfaction dan customer trust pada pelanggan Telkomsel di Surabaya. Pengumpulan data dilakukan dengan menggunakan kuesioner terhadap 270 responden yang terdiri dari 135 responden pria dan 135 responden wanita. Data dianalisa dengan uji statistik Structural Equation Modeling menggunakan software AMOS. Dari hasil penelitian dapat disimpulkan bahwa corporate social responsibility tidak memiliki pengaruh terhadap customer loyalty dan customer satisfaction, tetapi berpengaruh terhadap customer trust. Service quality memiliki pengaruh terhadap customer loyalty, customer satisfaction, dan customer trust. Corporate reputation tidak berpengaruh terhadap customer loyalty, tetapi berpengaruh terhadap customer satisfaction dan customer trust. Transparency berpengaruh terhadap customer loyalty, customer satisfaction, dan customer trust.

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