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All Journal Enrichment: Journal of Multidisciplinary Research and Development Journal of Sustainable Economic and Business
Marzuki Marzuki
Universitas Mercu Buana
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Social Sciences

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CSR, Social Media, Perceived Value, and Customer Loyalty in Fast-Food SMEs Marzuki Marzuki; Erna Sofriana Imaningsih
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 11 (2026): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i11.623

Abstract

The fast-food SME partnership sector faces increasingly intense competition alongside rapid digital transformation. Business partners demand transparent communication, consistent operational support, and strong brand value to sustain profitability and long-term collaboration. Sukaku Fried Chicken experienced fluctuations in partner turnover, indicating that Corporate Social Responsibility (CSR), social media marketing, and perceived value may not yet be optimally translated into satisfaction and loyalty. Strengthening strategic alignment among these variables is therefore essential to maintain sustainable partner relationships. This study aims to analyze the influence of Corporate Social Responsibility (CSR), social media marketing, and perceived value on customer loyalty, with customer satisfaction as a mediating variable in the SME fast-food partnership context. This research employed a quantitative survey design involving 163 Sukaku Fried Chicken business partners selected through purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine both direct and indirect relationships among variables. The findings reveal that CSR directly influences customer loyalty but does not significantly affect customer satisfaction. Social media marketing and perceived value significantly influence customer satisfaction, and customer satisfaction significantly influences loyalty. Furthermore, customer satisfaction fully mediates the effects of social media marketing and perceived value on loyalty, but does not mediate the relationship between CSR and loyalty. Customer satisfaction plays a central mediating role in building loyalty within SME partnerships. Managerially, the company should prioritize satisfaction-driven strategies by strengthening interactive digital engagement, enhancing perceived partner benefits, and aligning CSR initiatives with tangible partner impacts to ensure sustainable business loyalty.
Customer Satisfaction and Loyalty in Fast-Food MSMEs Influenced by CSR, Social Media, and Perceived Value Marzuki Marzuki; Erna Sofriana Imaningsih
Journal of Sustainable Economic and Business Vol. 3 No. 2 (2026): Journal of Sustainable Economic and Business (JOSEB)
Publisher : ARE Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70550/joseb.v3i2.390

Abstract

Objectives: This study aims to analyze the effect of Corporate Social Responsibility (CSR), social media, and perceived value on customer loyalty, with customer satisfaction as a mediating variable in fast-food MSMEs, namely Sukaku Fried Chicken. Methodology: This research employed a quantitative approach using a survey method with purposive sampling. Data were collected from 163 respondents and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Finding: The results show that CSR, social media, and perceived value have a significant positive effect on customer loyalty. CSR has no significant effect on customer satisfaction, while social media and perceived value significantly increase customer satisfaction. Customer satisfaction significantly increases customer loyalty and mediates the effect of social media and perceived value on customer loyalty. However, customer satisfaction does not mediate the effect of CSR on customer loyalty. Conclusion: Based on Expectancy Confirmation Theory (ECT), perceived value that consistently meets customer expectations will enhance satisfaction as the primary determinant of loyalty, wherein the influence of social media and perceived value on loyalty occurs through the mediation of customer satisfaction.
Co-Authors Erna Sofriana Imaningsih