Corporate Social Responsibility towards Customer Loyalty: Case Study of Aqua

The purpose of this paper is to analyze the activity on corporate social responsibility (CSR) program is realized in social alliance can also be bring a positive perception towards the value that influence the buying decision. If the customer feel satisfied, then they will do purchasing continuously, do a word-of-mouth promotion, less attention to other brand, even create a new customer and become loyal. This loyalty will be the main aim of the corporate. Primary data was collected from those who ever bought Aqua between ages 20 34 years old and lives in Jakarta. The data was gathered at one time (cross-section) by using purposive (judgment) sampling method. Aqua is a brand of drinking water since 1973 with the largest sales in Indonesia and is one of the most famous brand of drinking water in Indonesia, which has become like a generic brand for drinking water. To test the hypothesis, structural equation model were performed. The statistic tools is Linear Structural Relation Result indicated that CSR and trust have a positive relationship, supporting the perspective that a customer's perception that a corporate is socially responsible will strengthen their trust to product brand. But CSR and commitment have a negative relationship. Commitment and purchase behavior have a positive relationship, supporting the perspective that a customer's commitment to the corporate will positively impact the magnitude of their purchase behavior. Commitment and word of mouth have a positive relationship, supporting the perspective that a customer's commitment to the corporate will strengthen their desire to share favorable word-of-mouth about the corporate.