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All Journal Jurnal Manajemen ASIAN JOURNAL OF ISLAMIC MANAGEMENT (AJIM)
Fernanda, Redithya Ega
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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ANALISIS CORPORATE SOCIAL RESPONSIBILITY TERHADAP CUSTOMER LOYALTY: STUDI KASUS PADA AMDK MEREK AQUA Fernanda, Redithya Ega; Kholmi, Masiyah
Jurnal Manajemen Vol. 15 No. 1 (2025): JURNAL MANAJEMEN VOL. 15 NO. 1 JUNI 2025
Publisher : Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/jm.v15i1.4369

Abstract

This study examines the effect of Corporate Social Responsibility (CSR) on customer loyalty for the AQUA bottled water brand. CSR has become important in modern business, not only to enhance the company's reputation but also to create a positive impact on society and the environment. Through a qualitative descriptive method, this study analyzes various CSR programs implemented by AQUA, such as the WASH (Water Access, Sanitation, and Hygiene) initiative and the AQUA Lestari program, which focuses on providing access to clean water and environmental preservation. The results show that consumers' participation in CSR programs increases their trust and loyalty to the brand. Consumers feel more emotionally connected to AQUA when the company demonstrates commitment to social and environmental issues. The conclusion of this study confirms that the integration of CSR in business strategy is critical to achieving sustainability and long-term growth, as well as strengthening relationships with customers and communities.
Animosity and religiosity in brand switching via boycott intention among muslim consumers Fernanda, Redithya Ega; Handayanto, Eko; Fiandari, Yulist Rima
Asian Journal of Islamic Management (AJIM) VOLUME 7 ISSUE 2, 2025
Publisher : Faculty of Business & Economics, Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/AJIM.vol7.iss2.art4

Abstract

Purpose – This study analyzes the influence of animosity and religiosity on brand switching among Pizza Hut consumers in Indonesia, with boycott intention as a mediating variable. It seeks to understand how negative sentiments and religious values shape consumers’ decisions to switch brands in the context of geopolitical and social conflicts.Methodology – A quantitative approach was employed, utilizing a survey distributed to 190 Pizza Hut consumers in Indonesia. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) via SmartPLS 4.0 to test the direct and indirect effects among variables.Findings – The results confirmed that both animosity (β = 0.174, p < 0.05) and religiosity (β = 0.240, p < 0.05) significantly influenced brand switching. Boycott intention also mediated these relationships, with animosity (β = 0.126, p < 0.05) and religiosity (β = 0.149, p < 0.05) exerting indirect effects. Additionally, boycott intention directly affects brand switching (β = 0.402, p < 0.05).Implications – Practically, Pizza Hut must address consumer animosity rooted in political conflict and align marketing strategies with religious values to retain customers. Theoretically, this study enriches the literature on ethical consumption by integrating social, political, and religious factors into emerging markets.Originality – This study is among the first to explore the combined effects of animosity and religiosity on brand switching in Indonesia, particularly within the fast-food industry. It highlights boycott intention as a critical mediator, offering novel insights into consumer behavior amid sociopolitical tensions.
Co-Authors Eko Handayanto Masiyah Kholmi Yulist Rima Fiandari