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All Journal Paradigma: Jurnal Masalah Sosial, Politik, dan Kebijakan
Nadhelita, Chika
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Decision Sciences, Operations Research & Management Library & Information Science

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Unraveling the Impact: Esteh Indonesia's Crisis Responsibility on Consumer Loyalty in Yogyakarta Nadhelita, Chika; Haq, Mochammad Fauzul; Fatonah, Siti
Jurnal Paradigma Vol 29 No 1 (2025): January 2025
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik UPN "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/paradigma.v29i1.12522

Abstract

This study examines the impact of Esteh Indonesia's crisis responsibility on consumer loyalty in Yogyakarta. Crisis responsibility refers to corporate efforts to manage crises and improve public perception, influencing consumer loyalty. Using a quantitative approach, data was collected via questionnaires, literature, and documentation from 100 respondents. Analysis with SPSS 25 showed a strong correlation (0.907) between crisis responsibility and loyalty, with an R² value of 82.3%. Hypothesis testing confirmed a significant effect, with thitung(21.323)>ttabel(1.987)thitung(21.323)>ttabel(1.987), proving that Esteh Indonesia's crisis management efforts positively impact consumer loyalty.
Co-Authors Haq, Mochammad Fauzul Siti Fatonah