Abstract:

The activity that included on CSR program is realized in social alliance can be also 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. Customer loyalty has been described as occurring when customers repeatedly purchase goods or services over time, have word of mouth and make referrals to other customers). Using a reliable source of data on corporate social responsibility (CSR), this study would explore and tests the relationship between corporate social responsibility and customer loyalty. This research will be conducted to the people who ever bought Aqua between ages 20 34 years and live in Jakarta. To test the hypothesis from the conceptual framework, structural equation model (SEM) were performed.