The Effect of Corporate CSR on Customer Attitudes

Abstract

The research aim to analyze (1) the effect of CSR toward corporate image, (2) effect of corporate image toward attitude, (3) effect of CSR toward customer’s perception, and (4) effect of customer’s perception toward attitude of Bank Mandiri. This descriptive study using survey method with quistinaire to data collection. Respondent ini this research are customer’s of bank Mandiri in Jabodetabek area. The analysis approach used in this research in Structural Equation Modeling (SEM). The hyphotheses results obtained indicated that (1) CSR has positively influence significantly towards corporate image, (2) corporate image has positively influence significantly  toward attitude, (3) CSR has positively influence significantly toward customer’s perception, and (4) customer’s perception has positively influence significantly toward attitude. CSR has direct and indirect positively influence, through corporate image and customer’s perception, toward customer’s attitude..

Keywords: Attitude, corporate image, CSR, perception , Structural Equation Modeling (SEM)

DOI: 10.7176/JMCR/53-08