THE ROLE OF CORPORATE IMAGE AND SATISFACTION IN MEDIATING THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ON CUSTOMER LOYALTY PT BANK BPD BALI

The implementation of CSR has been widely applied in many kinds of companies including banking companies. It is because the implementation of CSR can affect corporate image and improve customer satisfaction and loyalty. The purpose of this study was to explain the influence of CSR, corporate image, and customer satisfaction toward customer loyalty, as well as to explain the mediating effect of satisfaction on CSR to loyalty and corporate image to loyalty. Sample used are 100 customers of PT Bank BPD Bali, which were divided by proportional cluster sampling technique. The collected data were analyzed using Partial Least Square analysis. Several findings of this study are CSR had no significant effect on customer loyalty. CSR significantly influence corporate image and customer satisfaction, hence, corporate image and customer satisfaction were able to mediate the effect of CSR on customer loyalty. Furthermore, customer satisfaction had significant effect to corporate image and customer loyalty, corporate image positively had significant effect to customer loyalty. Corporate image were able to mediate the effect of customer satisfaction to customer loyalty. This findings also has implications that PT Bank BPD Bali needs to do extra work in implementing CSR and conduct intensive promotion of CSR programs that have been done previously and maintaining corporate image.