SUSTAINABLE BUSINESS PRACTICES IN THE POST-PANDEMIC ERA: A QUANTITATIVE ANALYSIS OF CSR IMPACT ON CONSUMER TRUST AND BRAND LOYALTY

Wesly Tumbur ML Tobing; Rachmat Setyawan

doi:10.51903/gjnn4419

Authors

Wesly Tumbur ML Tobing Universitas Sains dan Teknologi Komputer
Rachmat Setyawan Universitas Sains dan Teknologi Komputer

DOI:

https://doi.org/10.51903/gjnn4419

Keywords:

CSR, consumer trust, brand loyalty, emotional involvement, transparency

Abstract

The implementation of Corporate Social Responsibility (CSR) has evolved into a crucial business strategy for building consumer trust and enhancing brand loyalty, particularly in the post-pandemic era. This study aims to analyze the impact of CSR on consumer trust and brand loyalty, as well as to evaluate the role of emotional involvement as a moderating variable. Using a quantitative approach and Partial Least Squares-Structural Equation Modeling (PLS-SEM), this study collected data from 300 respondents who had interacted with companies actively engaging in CSR programs. The findings indicate that CSR has a positive and significant impact on consumer trust and brand loyalty. Furthermore, emotional involvement strengthens the relationship between CSR and brand loyalty, where consumers with high emotional attachment are more responsive to CSR initiatives. These findings emphasize that CSR is not merely a reputation-building tool but a key factor in fostering long-term consumer relationships. This study provides practical implications for companies to emphasize transparency and authenticity in their CSR practices. Future research is encouraged to adopt a longitudinal approach and explore different industry sectors to better understand the long-term effects of CSR on consumer behavior.

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