ANALISIS DAMPAK CSR, SOCIAL MEDIA, DAN PERCEIVED VALUE TERHADAP CUSTOMER LOYALTY DENGAN DIMEDIASI OLEH CUSTOMER SATISFACTION PADA UMKM FAST FOOD

MARZUKI, MARZUKI (2026) ANALISIS DAMPAK CSR, SOCIAL MEDIA, DAN PERCEIVED VALUE TERHADAP CUSTOMER LOYALTY DENGAN DIMEDIASI OLEH CUSTOMER SATISFACTION PADA UMKM FAST FOOD. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of CSR, Social Media, and Perceived Value on Customer Loyalty mediated by customer satisfaction in the food and beverage (FnB) business sector within fast food MSMEs, namely Sukaku Fried Chicken. This study is motivated by a decline in sales turnover due to the implementation of CSR, social media management, and perceived value among business partners that have not been optimal. This study uses a quantitative approach with a survey method involving a sample of 163 respondents through purposive sampling technique. The data analysis technique uses the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method to test direct effects as well as the mediating role among the research variables. The results show that CSR, social media, and perceived value have a significant positive effect on customer loyalty. CSR has no significant effect on customer satisfaction, while social media and perceived value have a significant positive effect on customer satisfaction. Furthermore, customer satisfaction has a significant positive effect on customer loyalty, and is able to mediate the effect of social media and perceived value on customer loyalty. However, customer satisfaction is not able to mediate the effect of CSR on customer loyalty. This study concludes that customer satisfaction is the main key in the formation of customer loyalty at Sukaku Fried Chicken because it acts as an intermediary in the relationship between social media and perceived value on customer loyalty, while CSR can influence customer loyalty directly. Keywords: Corporate Social Responsibility (CSR), Social Media, Perceived Value, Customer Satisfaction, Customer Loyalty. Penelitian ini bertujuan untuk menganalisis pengaruh CSR, social media, dan perceived value terhadap customer l oyalty yang dimediasi oleh customer satisfaction pada sektor usaha food and beverage (FnB) dalam UMKM fast food yaitu Sukaku Fried Chicken. Penelitian ini dilatarbelakangi oleh penurunan omzet penjualan karena implementasi CSR, manajemen social media, dan perceived value mitra usaha yang belum optimal. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan sampel sebesar 163 responden melalui teknik purposive sampling. Teknik analisis data menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) untuk menguji pengaruh langsung serta peran mediasi antar variabel penelitian. Hasil penelitian menunjukkan bahwa CSR, social media, dan perceived value berpengaruh positif signifikan terhadap customer loyalty. Adapun CSR tidak berpengaruh signifikan terhadap customer sastisfaction, sementara social media dan perceived value berpengaruh positif signifikan terhadap customer satisfaction. Kemudian customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty, serta mampu memediasi pengaruh social media dan perceived value terhadap customer loyalty. Namun, customer satisfaction tidak mampu memediasi pengaruh CSR terhadap customer loyalty. Penelitian ini menyimpulkan bahwa customer satisfaction merupakan kunci utama dalam pembentukan customer loyalty pada Sukaku Fried Chicken karena berperan sebagai perantara hubungan social media dan perceived value terhadap customer loyalty, sementara CSR dapat mempengaruhi customer loyalty secara langsung. Kata kunci: Corporate Social Responsibility (CSR), Sosial Media, Perceived Value, Customer Satisfaction, Customer Loyalty.

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55124110097
Uncontrolled Keywords:	Corporate Social Responsibility (CSR, Sosial Media, Perceived Value, Customer Satisfaction, Customer Loyalty.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	27 Mar 2026 01:39
Last Modified:	27 Mar 2026 01:39
URI:	http://repository.mercubuana.ac.id/id/eprint/101703

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