PENGARUH CORPORATE SOCIAL RESPONSIBILITY TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN PT. UNILEVER INDONESIA DI KOTA PEKANBARU

The fast development of business world causes various types of consumer needed items can be easily obtained so the company need to improve their performance. One thing that can improve customer satisfaction and create loyalty is Corporate Social Responsibility (CSR). The purpose of this study is to determine the effect of Carroll Pyramid CSR (economic, legal, ethical, philanthropic) towards customer satisfaction and loyalty. The population in this study were all PT. Unilever Indonesia customer in Pekanbaru with sample of 240 respondents. Data was collected through questionnaires and data analysis method is Structural Equation Modeling (SEM) using software AMOS 21. Based on the research results, economic and ethical CSR has positive and significant impact on consumer satisfaction, while legal and philanthropic has positive but not significant impact on customer satisfaction. Economic, legal, ethical, philanthropic CSR and satisfaction has positive and significant impact on customer loyalty. Therefore, this study recommends PT. Unilever Indonesia to ensure and enhance its CSR activities. Especially for legal and philanthropic CSR, PT. Unilever Indonesia need to communicate the importance of legal CSR in long term for the environment and the importance of philanthropic CSR to improve social conditions of the society. CSR activity is very beneficial to society, therefore further CSR activity is expected to enlarged for all regions in Indonesia