Corporate Social Responsibility Terhadap Loyalitas Nasabah Yang Dimediasi Oleh Citra Perusahaan

The purpose of this study was to determine the effect of corporate social responsibility towards the customer loyalty, mediated by corporate image. The population in this study is the customer BPR. The number of samples was 120 respondents, using purposive sampling method. The data analysis technique used is the technique of path analysis and the Sobel test. The results of this study indicate that CSR has a positive and significant impact on the corporate image and the customer loyalty of BPR. Variable corporate image shown to mediate the effects of CSR on customer loyalty BPR in Denpasar City significantly. In this study, expected to be useful for BPR industry to increase the intensity in communicating CSR banking products and features that have been implemented by BPR industry. Keywords : corporate social responsibility, corporate image, customer loyalty