THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY, CORPORATE REPUTATION, AND CUSTOMER TRUST ON CUSTOMER LOYALTY OF CITININE PROPERTY INDONESIA

Abstract

This research was conductedtoanalyze the influence of Corporate SocialResponsibility (CSR), corporate reputation, andcustomer trust towards customerloyalty of Citinine Property Indonesia.Tocollect the data, the researcherdistributed 116 questionnairestomostly 31-40years old respondents, usingpurposivesamplingmethods.112questionnaires weredistributedandprocessed.This research used multiple regression analysistoinvestigate the influenceof the independent variables onthe dependent variable.the result showsall of theindependentvariableshaveapositive relationshipwiththedependentvariable.The t-test result indicates that Citinine Property Indonesia independentvariables influence customer loyalty, CSR (Sig value=0,059) does not have asignificant relationship with customer loyalty, while corporate reputation (Sigvalue=0,001), andcustomer trust (Sig value=0.000) have a significant relationshiptowardsthecustomerloyalty.