PENGARUH CORPORATE SOCIAL RESPONSIBILITY TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN PT. UNILEVER INDONESIA DI KOTA PEKANBARU

minly tandi wati; alvi furwanti alwie; samsir samsir

doi:10.31849/jieb.v14i1.872

minly tandi wati Fakultas Ekonomi Universitas Riau
alvi furwanti alwie Fakultas Ekonomi Universitas Riau
samsir samsir Fakultas Ekonomi Universitas Riau

DOI: https://doi.org/10.31849/jieb.v14i1.872

Abstract

Abstract: The fast development of business world causes various types of consumer needed
items can be easily obtained so the company need to improve their performance. One thing
that can improve customer satisfaction and create loyalty is Corporate Social Responsibility
(CSR).The purpose of this study is to determine the effect of Carroll Pyramid CSR (economic,
legal, ethical, philanthropic) towards customer satisfaction and loyalty. The population in this
study were all PT. Unilever Indonesia customer in Pekanbaru with sample of 240 respondents.
Data was collected through questionnaires and data analysis method is Structural Equation
Modeling (SEM) using software AMOS 21. Based on the research results, economic and
ethical CSR has positive and significant impact on consumer satisfaction, while legal and
philanthropic has positive but not significant impact on customer satisfaction. Economic,
legal, ethical, philanthropic CSR and satisfaction has positive and significant impact on
customer loyalty. Therefore, this study recommends PT. Unilever Indonesia to ensure and
enhance its CSR activities. Especially for legal and philanthropic CSR, PT. Unilever
Indonesia need to communicate the importance of legal CSR in long term for the environment
and the importance of philanthropic CSR to improve social conditions of the society. CSR
activity is very beneficial to society, therefore further CSR activity is expected to enlarged for
all regions in Indonesia.
Keywords: Corporate Social Responsibility (CSR), Customer Satisfaction, and Customer
Loyalty.

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