<![CDATA[Purpose – This study aims to examine the effect of perceived corporate social responsibility (CSR) on brand loyalty, both directly and indirectly through the mediating role of brand attitude among Kopi Kamu consumers in the Greater Jakarta area. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected from 200 Kopi Kamu consumers in the Greater Jakarta area who had made at least one purchase within the last six months and were aware of Kopi Kamu’s collaboration with POTADS. The data were collected through questionnaires and analyzed using the outer model, inner model, and bootstrapping tests with SmartPLS 4. Findings – The results indicate that perceived corporate social responsibility has a positive and significant direct effect on brand loyalty. Brand attitude also has a positive and significant effect on brand loyalty. Furthermore, brand attitude partially mediates the relationship between perceived corporate social responsibility and brand loyalty. These findings demonstrate that consumers’ positive perceptions of CSR initiatives can strengthen loyalty both directly and by shaping favorable attitudes toward the brand. Originality/Value – This study contributes to corporate social responsibility and brand management literature by examining the mechanism through which perceived CSR influences brand loyalty through brand attitude in the coffee shop industry. The findings provide empirical evidence that CSR activities function not only as social initiatives but also as strategic marketing tools that shape consumer attitudes and strengthen long-term brand relationships. Practically, this study highlights the importance of implementing meaningful CSR programs and communicating them effectively to enhance customer loyalty.]]>
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