Research Article
Moderating Effects of Socially Responsible Purchase and Disposal in The Relationship of Corporate Social Responsibility with Customer Loyalty at Kedai Kopi Kenangan during Covid-19 Pandemic
@INPROCEEDINGS{10.4108/eai.27-7-2021.2316920, author={Nadhif Idham Aditya and Arga Hananto}, title={Moderating Effects of Socially Responsible Purchase and Disposal in The Relationship of Corporate Social Responsibility with Customer Loyalty at Kedai Kopi Kenangan during Covid-19 Pandemic}, proceedings={Proceedings of the 4th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2021, 27-28 July 2021, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICE-BEES}, year={2022}, month={3}, keywords={corporate social responsibility corporate reputation customer satisfaction customer trust customer loyalty socially responsible purchase and disposal}, doi={10.4108/eai.27-7-2021.2316920} }- Nadhif Idham Aditya
Arga Hananto
Year: 2022
Moderating Effects of Socially Responsible Purchase and Disposal in The Relationship of Corporate Social Responsibility with Customer Loyalty at Kedai Kopi Kenangan during Covid-19 Pandemic
ICE-BEES
EAI
DOI: 10.4108/eai.27-7-2021.2316920
Abstract
Several studies have studied how Corporate Social Responsibility (CSR) affects the success of a company. However, there is a mechanism on the customer's nerves in processing messages conveyed through CSR activities. There are customers who avoid buying socially responsible products and there are also customers who are used to buying them. This explains the socially Responsible Purchase and Disposal (SRPD) factors that need attention. Refers to the stakeholder theory, in which there are customers. This study tries to analyze CSR that affects Customer Loyalty in the context of the Covid-19 Pandemic, where SRPD is placed as a moderating variable of CSR's influence on several mediating variables on the relationship between CSR and Customer Loyalty. Corporate Reputation, Customer Satisfaction, and Customer Trust are mediating variables in this study. Data were collected from customers of Kopi Kenangan shops spread across several regions in Indonesia with a total sample of 289 respondents. the data has been processed using the SmartPLS 2.3. application, this research shows that Corporate Reputation, Customer Satisfaction, and Customer Trust can directly have a positive and significant effect on Customer Loyalty as well as a mediating variable. The result of this study is that SRPD moderates the effect of CSR on Customer Loyalty.
