PENGARUH CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP CORPORATE REPUTATION, WORD OF MOUTH DAN CUSTOMER TRUST
(STUDI DI PT PETROKIMIA GRESIK)
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Abstract
Pada akhir tahun 2019 yang lalu mulai terjadi pandemi global yang menghantam seluruh dunia, tidak terkecuali Indonesia. Hal ini rupanya turut mempengaruh indeks kepercayan konsumen. Keyakinan konsumen terhadap kondisi ekonomi saat ini melemah seiring melemahnya penghasilan dan ketersediaan lapangan kerja yang menurun. Adanya problematika terkait penurunan tingkat kepercayaan konsumen tersebut akan sangat merugikan bagi perusahaan apabila tidak segera di pikirkan solusinya. Tujuan dari penelitian ini adalah untuk menguji dan menganalisis pengaruh corporate social responsibility terhadap corporate reputation, word of mouth dan customer trust serta pengaruh corporate reputation dan word of mouth terhadap customer trust.
Penelitian ini menerapkan pendekatan kuantitatif dengan jenis jenis penelitian yang diterapkan adalah penelitian kausal. Populasi pada penelitian ini adalah konsumen PT Petrokimia Gresik (PG) yang berjumlah 344 orang, sedangkan sampel yang digunakan dalam penelitian sebanyak 185 orang. Analisis data dalam penelitian ini menggunakan statistik inferensial, yaitu analisis yang ditujukan untuk membuktikan hipotesis dengan menggunakan structural equation modelling – AMOS.
Hasil penelitian ini menemukan bahwa corporate social responsibility memberikan pengaruh yang signifikan terhadap corporate reputation, word of mouth dan consumer trust. Kemudian corporate reputation dan word of mouth juga terbukti berpengaruh signifikan terhadap consumer trust.
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