The Effect of CSR on Brand Loyalty with Brand Reputation as a Mediating Variable in Garuda Indonesia

Wanda Triandi Edwin (Universitas Negeri Padang)
Vidyarini Dwita (Universitas Negeri Padang)

Formosa Journal of Multidisciplinary Research (FJMR)
Vol. 4 No. 2 (2025): February 2025

This study aims to prove the direct influence between customer perceived CSR and brand reputation on brand loyalty. In addition, this study also proves whether brand reputation is able to mediate the relationship between customer perceived CSR and brand loyalty. This study was conducted on consumers who use Garuda Indonesia Airlines services in the Jabotabek area. Data collection was carried out using a survey, namely by distributing questionnaires. The data analysis technique used is Structural Equation Modeling (SEM). In accordance with the results of the hypothesis testing, it was found that corporate reputation does not mediate the relationship between customer perceived CSR and brand loyalty of customers in the Jabotabek area in using Garuda Indonesia services.