Effect of Corporate Social Responsibility on Business Sustainability: The Dual Mediation

Companies are constantly trying to maintain customer trust and loyalty in an effort to preserve business sustainability. Implementing environmental concerns in the form of Corporate Social Responsibility (CSR) is expected to achieve both of these aims. This study aims to analyze the roles of CSR, customer trust, and customer loyalty in business sustainability. Questionnaires were filled by 10 customers from each of 100 Rural Banks spread over 9 districts/cities in Bali, Indonesia. Data analysis was performed with SmartPLS 3.3.2 software. The research found that CSR, customer trust, and customer loyalty have a significant impact on business sustainability. The results also found that customer trust and customer loyalty function as mediation in the relationship between CSR and business sustainability. Keywords: Corporate Social Responsibility, customer trust, customer loyalty, business sustainability Pengaruh Tanggung Jawab Sosial Perusahaan terhadap Keberlanjutan Bisnis: Mediasi Ganda Abstrak: Perusahaan senantiasa berusaha menjaga kepercayaan dan loyalitas pelanggan dalam upaya menjaga keberlangsungan bisnis. Implementasi kepedulian lingkungan dalam bentuk Corporate Social Responsibility (CSR) diharapkan dapat mencapai kedua tujuan tersebut. Penelitian ini bertujuan untuk menganalisis peran CSR, kepercayaan pelanggan, dan loyalitas pelanggan dalam keberlanjutan bisnis. Kuesioner diisi oleh 10 nasabah dari masing-masing 100 BPR yang tersebar di 9 kabupaten/kota di Bali, Indonesia. Analisis data dilakukan dengan software SmartPLS 3.3.2. Hasil penelitian menemukan bahwa CSR, kepercayaan pelanggan, dan loyalitas pelanggan memiliki pengaruh yang signifikan terhadap keberlangsungan bisnis. Hasil penelitian juga menemukan bahwa kepercayaan pelanggan dan loyalitas pelanggan berfungsi sebagai mediasi dalam hubungan antara CSR dan keberlanjutan bisnis. Kata kunci: Tanggung Jawab Sosial Perusahaan, kepercayaan pelanggan, loyalitas pelanggan, keberlangsungan usaha