Pengaruh Aktivitas Corporate Social Responsibility Terhadap Customer Loyalty Adidas Melalui Mediasi Corporate Image
Abstrak
Penelitian ini bertujuan untuk mengukur pengaruh CSR (Corporate social responsibility) terhadap CustomerLoyalty dengan mediasi dari Corporate Image sebagai variabel intervening. Penelitian ini menggunakan metode
kuantitatif dengan melakukan survey terhadap pengguna produk adidas dengan menyebarkan kuisioner. Teknik
pengolahan data pada penelitian ini menggunakan analisis validitas (AVE) dan relibilitas (CR) kemudian menguji
model fit (GOF) dan Structural Equation Modelling.
Kata Kunci-corporate social responsibility, corporate image, customer loyalty
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