Corporate Social Responsibility (CSR) and Trust Influencing Consumer's Loyalty for Products in Energy Industry
DOI:
https://doi.org/10.53848/irdssru.v8i1.214791Keywords:
Corporate Social, Responsibility (CSR), Trust Energy IndustryAbstract
This quantitative research aims to investigate the influence of corporate social responsibility (CSR) and trust on consumer loyalty for products in the energy industry and the role trust plays as a mediator on the relationship between CSR and consumer loyalty. This research was conducted using a closed-end questionnaire, with purposive sampling method. The sample for this research was 222 respondents. For hypothesis testing, simple and multiple regression were employed, particularly for mediation testing. It was found that CSR and trust influence consumer loyalty for products in the energy industry, with a significance level of 0.05. As for the mediation effect, trust was found to partially mediate the relationship between CSR and consumer loyalty.
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