The Influence of Corporate Social Responsibility (CSR) and Service Quality on Customer Loyalty Through Customer Satisfaction as a Mediation Variable for Bank BRI Customers in Semarang City

Abstract

Customer loyalty is important for the sustainability of banks because loyal customers tend to continue using services, expand their use of products, and recommend the bank to others. This study aims to analyze the effect of Corporate Social Responsibility (CSR) and Service Quality on Customer Loyalty through Customer Satisfaction as a mediating variable among Bank BRI customers in Semarang City. This study uses a quantitative approach with an associative research type. Data were collected through questionnaires administered to Bank BRI customers in Semarang City who met the research criteria, then analyzed to test the direct and indirect effects between variables. The results show that CSR and Service Quality have a positive effect on Customer Satisfaction. CSR and Customer Satisfaction were also found to have a positive effect on Customer Loyalty, while Customer Satisfaction was able to mediate the effect of CSR and Service Quality on Customer Loyalty. However, Service Quality did not have a direct effect on Customer Loyalty. Bank BRI is advised to continue strengthening the implementation of CSR programs and consistently improving service quality in order to increase customer satisfaction, which in turn can encourage sustainable customer loyalty.