Pengaruh csr initiative preference terhadap customer loyalty melalui customer engagement in csr

DETAIL KOLEKSI

Pengaruh csr initiative preference terhadap customer loyalty melalui customer engagement in csr

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Oleh : Sabda Sumateh

Info Katalog

Nomor Panggil : 2018_TA_MJ_022122055

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Sri Vandayuli Riorini

Subyek : CSR inititiave preference;Marketing management

Kata Kunci : CSR inititiave preference, customer engagement in CSR, customer loyalty, football organization

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2018_TA_MJ_022122055_Halaman-Judul.pdf	17
2.	2018_TA_MJ_022122055_Bab-1.pdf	9
3.	2018_TA_MJ_022122055_Bab-2.pdf
4.	2018_TA_MJ_022122055_Bab-3.pdf
5.	2018_TA_MJ_022122055_Bab-4.pdf
6.	2018_TA_MJ_022122055_Bab-5.pdf
7.	2018_TA_MJ_022122055_Daftar-Pustaka.pdf	4
8.	2018_TA_MJ_022122055_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh CSR inititiave preference terhadap customer loyalty melalui Customer engagement in CSR pada Organisasi Sepakbola Liga Utama Indonesia. Sampel yang digunakan dalam penelitian ini berjumlah 150 responden dan dikumpulkan dengan metode purposive sampling. Pengujian Hipotesis dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian menunjukkan (1) CSR inititiave preference berpengaruh positif terhadap Customer engagement in CSR, (2) Customer engagement in CSR berpengaruh positif terhadap Customer loyalty, (3) CSR initiatif preference berpengaruh positif terhadap Customer loyalty, dan (4) CSR inititiave preference berpengaruh positif terhadap Customer loyalty melalui Customer engagement in CSR. Implikasi manajerial untuk penelitian penelitian adalah manajer pemasaran organisasi sepakbola harus lebih meningkatkan Customer loyalty dengan mempertimbangkan faktor-faktor yang mempengaruhinya antara lain CSR inititiave preference dan Customer engagement in CSR, yang pada akhirnya dapat meningkatkan profit dan mendukung kelangsungan perusahaan di masa mendatang.

T he objective of this study is to examine and analyze the influencing of CSR inititiave preference on customer loyalty through Customer engagement in CSR of Football Organization in Indonesia. The samples being used in this study is 150 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by using Structuctural Equation Model (SEM) analysis method. The findings of this study are: (1) CSR inititiave preference has positive impact on customer engagement in CSR, (2) Customer engagement in CSR has positive impact on Customer loyalty, (3) CSR initiative preference has positive impact on Customer loyalty, and (4) CSR inititiave preference has positive impact on customer loyalty through Customer engagement in CSR. Managerial implication of this research is marketing manager of football organizations must increase customer loyalty with consider the factors that impact of it, such as CSR inititiave preference and Customer engagement in CSR, and finally it can enhance profit and support company existence in future.