PUBLIC RELATION DAN CORPORATE SOCIAL RESPONSIBILTY (CSR) TERHADAP LOYALITAS KONSUMEN BANK SYARIAH - Asri, Monica Wahyuning (Arthavidya Jurnal Ilmiah Ekonomi, 2023)
Abstrak: Penelitian ini bertujuan untuk mengetahui bagaimana peran Public Relation dan Corporate Social Responsibilty (CSR) terhadap Loyalitas konsumen Bank Syariah dalam memenuhi kebutuhan pelanggannya dengan cara memberikan pelayanan jasa yang sesuai dengan harapan serta memiliki kepedulian yang tinggi kepada pelanggan dan lingkungannya. Penelitian ini menggunakan metode kausal/survey dengan teknik non-probability sampling dalam pengambilan sampel. Pengolahan data dilakukan dengan analisis deskriptif dan pengujian hipotesis. Variabel dependen dalam penelitian ini adalah loyalitas konsumen sedangkan variabel independen dalam penelitian ini adalah public relation dan corporate social responsibility (CSR). Hasil penelitian menunjukkan bahwa peran public relation dan Corporate Social Responsibility (CSR) pada Bank BNI Syariah melalui loyalitas konsumen berpengaruh terhadap Loyalitas nasabah Bank BNI Syariah. Kata Kunci : Public Relation, Corporate Social Responsibility (CSR), Loyalitas Konsumen Abstract :This study aims to determine how the role of Public Relations and Corporate Social Responsibility (CSR) on the loyalty of Sharia Bank customers in meeting the needs of their customers by providing services that are in line with expectations and have a high concern for customers and the environment. This study uses a causal / survey method with non-probability sampling techniques in sampling. Descriptive analysis and hypothesis testing do data processing. The dependent variable in this study is consumer loyalty while the independent variables in this study are public relations and corporate social responsibility (CSR). The results showed that the role of public relations and Corporate Social Responsibility (CSR) at BNI Syariah Bank through customer loyalty affects customer loyalty of BNI Syariah Bank. Key word: Public Relation, Corporate Social Responsibility (CSR), Consumer Loyalty