The Effect of CSR on Brand Loyalty with Brand Reputation as a Mediating Variable in Garuda Indonesia

Wanda Triandi Edwin; Vidyarini Dwita

doi:10.55927/fjmr.v4i2.45

Authors

Wanda Triandi Edwin Universitas Negeri Padang
Vidyarini Dwita Universitas Negeri Padang

DOI:

https://doi.org/10.55927/fjmr.v4i2.45

Keywords:

Customer Perceived CSR, Brand Reputation, Brand Loyalty

Abstract

This study aims to prove the direct influence between customer perceived CSR and brand reputation on brand loyalty. In addition, this study also proves whether brand reputation is able to mediate the relationship between customer perceived CSR and brand loyalty. This study was conducted on consumers who use Garuda Indonesia Airlines services in the Jabotabek area. Data collection was carried out using a survey, namely by distributing questionnaires. The data analysis technique used is Structural Equation Modeling (SEM). In accordance with the results of the hypothesis testing, it was found that corporate reputation does not mediate the relationship between customer perceived CSR and brand loyalty of customers in the Jabotabek area in using Garuda Indonesia services.

References

Al Amosh, H., Khatib, S. F. A., & Ananzeh, H. (2023). Environmental, social and governance impact on financial performance: evidence from the Levant countries. Corporate Governance: The International Journal of Business in Society, 23(3), 493–513. https://doi.org/10.1108/CG-03-2022-0105

Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2020). The role of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks. Journal of Islamic Marketing, 11(1), 192–212. https://doi.org/10.1108/JIMA-03-2017-0033

Balqiah, T. E., Astuti, R. D., Martdianty, F., & Hati, S. R. H. (2023). Corporate social responsibility and customer’s responses: CSR authenticity and government intervention during the COVID-19 pandemic. Heliyon, 9(5), e15962. https://doi.org/10.1016/j.heliyon.2023.e15962

Bianchi, E., Bruno, J. M., & Sarabia-Sanchez, F. J. (2019). The impact of perceived CSR on corporate reputation and purchase intention. European Journal of Management and Business Economics, 28(3), 206–221. https://doi.org/10.1108/EJMBE-12-2017-0068

Conte, F., Sardanelli, D., Vollero, A., & Siano, A. (2023). CSR signaling in controversial and noncontroversial industries: CSR policies, governance structures, and transparency tools. European Management Journal, 41(2), 274–281. https://doi.org/10.1016/j.emj.2021.12.003

Fatma, M., & Khan, I. (2023). CSR Influence on Brand Loyalty in Banking: The Role of Brand Credibility and Brand Identification. Sustainability (Switzerland), 15(1). https://doi.org/10.3390/su15010802

Firanazulah. (2021). The Effects of Brand Image and Product Quality on Purchase Decisions. Quantitative Economics and Management Studies, 2(6), 365–375. https://doi.org/10.35877/454ri.qems360

Ghozali, I., & Latan, H. (2019). Partial Least Squares : Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (S. Toni (ed.); 4th ed.). Badan Penerbit Universitas Diponegoro.

Hafez, M. (2018). Measuring the impact of corporate social responsibility practices on brand equity in the banking industry in Bangladesh: The mediating effect of corporate image and brand awareness. International Journal of Bank Marketing, 36(5), 806–822. https://doi.org/10.1108/IJBM-04-2017-0072

Hair, Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis: A Global Perspective (7th ed.). Pearson Education.

Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/PRR-08-2017-0034

Huerta-Álvarez, R., Cambra-Fierro, J. J., & Fuentes-Blasco, M. (2020). The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing and Management, 16(January), 100413. https://doi.org/10.1016/j.jdmm.2020.100413

John C, Mowen, & M. M. (2014). Consumer Behavior (Fifth). Prentice-Hall.

Keller, K. L. (2016). Strategic Brand Management Building, Measuring and Managing Brand Equity. In Journal of Brand Management (Fourth Edi). Pearson. https://doi.org/10.1057/bm.1998.36

Kim, Y., Hur, W. M., & Lee, L. (2023). Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation. Journal of Retailing and Consumer Services, 75(May), 103436. https://doi.org/10.1016/j.jretconser.2023.103436

Kotler, P., Keller, K. L., Brady, M., Victor Goodman, M. R., & Hansen, T. (2019). Marketing management 4th European edition. In Soldering & Surface Mount Technology (Vol. 13, Issue 3).

Kwan Soo Shin, S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Current Journal of Applied Science and Technology, 38(4), 1–17. https://doi.org/10.9734/cjast/2019/v38i430376

Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62(10), 980–986. https://doi.org/10.1016/j.jbusres.2008.10.015

Moisescu, O.-I. (2024). The Impact of Customers’ Perception of CSR on Corporate Brand Loyalty: The Case of the Romanian Mobile Telecom Industry. Central European Business Review, 4(2), 21–30. https://doi.org/10.18267/j.cebr.123

Ngo, H. Q., Nguyen, T. H., & Kang, G. Du. (2019). The effect of perceived value on customer engagement with the moderating role of brand image: A study case in vietnamese restaurants. International Journal of Innovative Technology and Exploring Engineering, 8(7C2), 451–461.

Nicolò, D. (2015). Towards a Theory on Corporate Reputation and Survival of Young Firms. Procedia Economics and Finance, 22(November 2014), 296–303. https://doi.org/10.1016/s2212-5671(15)00289-0

Orzan, G., Platon, O.-E., Dragos Stefănescu, C., & Orzan, M. (2016). Conceptual Model Regarding The Influence of Social Media Marketing Communication on Brand Trust and Effect and Brand Loyalty. Economic Computation & Economic Cybernetics Studies & Research, 50(1), 141–156.

Park, J., Lee, J., & Shin, J. (2023). Corporate governance, compensation mechanisms, and voluntary disclosure of carbon emissions: Evidence from Korea. Journal of Contemporary Accounting and Economics, xxxx, 100361. https://doi.org/10.1016/j.jcae.2023.100361

Pratihari, S. K., & Uzma, S. H. (2018). CSR and corporate branding effect on brand loyalty: a study on Indian banking industry. Journal of Product and Brand Management, 27(1), 57–78. https://doi.org/10.1108/JPBM-05-2016-1194

Purwanto, S. A., & Saputra, A. R. (2020). Authenticity and creativity: The development of pencak silat in Sumedang. ETNOSIA : Jurnal Etnografi Indonesia, 5(1), 15. https://doi.org/10.31947/etnosia.v5i1.9641

Rahmat, R., & Marso, M. (2020). Hubungan Brand Experience, Brand Image, Brand Satisfaction, Dan Brand Loyalty Dalam Pespektif Four-Stage Loyalty Model (Studi Terhadap Mahasiswa Pengguna Smartphone Di Tarakan). Jurnal Manajemen Pemasaran, 14(1), 17–24. https://doi.org/10.9744/pemasaran.14.1.17-24

Ririn, P. A., & Harti. (2021). Pengaruh Citra Merek Dan Electronic Word of Mouth Terhadap Loyalitas Merek Pada Klinik Kecantikan Nanisa Jombang. … Manajemen Dan Ekonomi …, 9(2), 1307–1313.

Sekaran, U. (2017). Research Methods for Business A Skill Building Approach (14th ed.). John Wiey & Sons Inc.

Sitanggang, J. M., Sinulingga, S., & Fachruddin, K. A. (2019). Analysis Of The Effect Of Product Quality On Customer Satisfaction And Customer Loyalty Of Indihome ATPT Telkom Regional 1 Sumatera, Medan, North Sumatra, Indonesia. American International Journal of Business Management (AIJBM, 2(3), 26–37.

Tjiptono, Fandy & Gregorius, C. (2012). Pemasaran Strategik (Cetakan 2). Bayumedia.

Tzavlopoulos, Ι., Gotzamani, K., Andronikidis, A., & Vassiliadis, C. (2019). Determining the impact of e-commerce quality on customers’ perceived risk, satisfaction, value and loyalty. International Journal of Quality and Service Sciences, 11(4), 576–587. https://doi.org/10.1108/IJQSS-03-2019-0047

Uttunggadewi, F. K., & Indrawati, E. S. (2019). Hubungan Antara Kualitas Kehidupan Kerja Dengan Organizational Citizenship Behavior (Ocb) Pada Karyawan Bagian Customer Service Pt. Garuda Indonesia. Empati, 8(1), 144–150.

Vuong, T. K., & Bui, H. M. (2023). The role of corporate social responsibility activities in employees’ perception of brand reputation and brand equity. Case Studies in Chemical and Environmental Engineering, 7(November 2022), 3–10. https://doi.org/10.1016/j.cscee.2023.100313

Wang, S., Liao, Y. K., Wu, W. Y., & Lê, H. B. K. (2021). Hypothesis the role of corporate social responsibility perceptions in brand equity, brand credibility, brand reputation, and purchase intentions. Sustainability (Switzerland), 13(21). https://doi.org/10.3390/su132111975

Wen, W., Cui, H., & Ke, Y. (2020). Directors with foreign experience and corporate tax avoidance. Journal of Corporate Finance, 62(January 2019), 101624. https://doi.org/10.1016/j.jcorpfin.2020.101624

Wirtz, J., & Lovelock, C. (2021). Services Marketing. In Services Marketing (Issue November 2021). https://doi.org/10.1142/y0024

Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257