Pengaruh CSR Terhadap Citra Merek, Ekuitas Merek dan Ewom serta Dampaknya Terhadap Kepuasan Pelanggan
DOI:
https://doi.org/10.38035/jemsi.v6i4.4523Keywords:
CSR, E-WOM, Citra Merek, Kepuasan Pelanggan, UsiaAbstract
Di era saat ini, pelanggan memiliki harapan tinggi terhadap merek, dan Corporate Social Responsibility (CSR) memainkan peran penting dalam menciptakan diferensiasi dari pesaing serta mempengaruhi keputusan pembelian dan kepuasan pelanggan. Penelitian ini bertujuan untuk menyelidiki pengaruh CSR terhadap citra merek, ekuitas merek, Electronic Word of Mouth (E-WOM), dan kepuasan pelanggan dalam konteks industri retail fashion. Metode penelitian yang digunakan adalah purposive sampling, melibatkan 255 pelanggan dari merek Guess, Charles & Keith, Pedro, Bonia, dan Coach di Jakarta yang telah membeli produk tas atau dompet minimal dua kali dalam enam bulan terakhir. Data dianalisis dengan Structural Equation Modeling (SEM) menggunakan SmartPLS 4.0. Temuan penelitian menunjukkan bahwa CSR memiliki pengaruh langsung dan signifikan terhadap citra merek, ekuitas merek, E-WOM, dan kepuasan pelanggan. Selain itu, citra merek dan E-WOM juga berpengaruh signifikan terhadap kepuasan pelanggan. Penelitian ini juga menemukan bahwa usia memoderasi hubungan antara CSR dan E-WOM, sedangkan ekuitas merek tidak berpengaruh signifikan terhadap kepuasan pelanggan. Implikasi manajerial dari penelitian ini menekankan manajer perlu memperbaiki E-WOM dengan menyediakan informasi produk yang jelas dan transparan. Terapkan CSR melalui program sosial yang terencana dan transparan, khususnya untuk generasi milenial dengan kelompok usia lebih tua, serta ciptakan citra merek yang simpatik untuk mendorong rekomendasi positif.
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