Unraveling the Impact: Esteh Indonesia's Crisis Responsibility on Consumer Loyalty in Yogyakarta

Authors

  • Chika Nadhelita Universitas Pembangunan Nasional "Veteran" Yogyakarta
  • Mochammad Fauzul Haq Universitas Pembangunan Nasional "Veteran" Yogyakarta
  • Siti Fatonah Universitas Pembangunan Nasional "Veteran" Yogyakarta

DOI:

https://doi.org/10.31315/paradigma.v29i1.12522

Abstract

This study examines the impact of Esteh Indonesia's crisis responsibility on consumer loyalty in Yogyakarta. Crisis responsibility refers to corporate efforts to manage crises and improve public perception, influencing consumer loyalty. Using a quantitative approach, data was collected via questionnaires, literature, and documentation from 100 respondents. Analysis with SPSS 25 showed a strong correlation (0.907) between crisis responsibility and loyalty, with an R² value of 82.3%. Hypothesis testing confirmed a significant effect, with thitung(21.323)>ttabel(1.987)thitung(21.323)>ttabel(1.987), proving that Esteh Indonesia's crisis management efforts positively impact consumer loyalty.

Author Biographies

Chika Nadhelita, Universitas Pembangunan Nasional "Veteran" Yogyakarta

Student at Public Relations Program UPN "Veteran" Yogyakarta

Mochammad Fauzul Haq, Universitas Pembangunan Nasional "Veteran" Yogyakarta

Lecturer at Public Relations Program UPN "Veteran" Yogyakarta

Siti Fatonah, Universitas Pembangunan Nasional "Veteran" Yogyakarta

Lecturer at Public Relations Program UPN "Veteran" Yogyakarta

References

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Website

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Published

2025-02-04

How to Cite

Nadhelita, C., Haq, M. F., & Fatonah, S. (2025). Unraveling the Impact: Esteh Indonesia’s Crisis Responsibility on Consumer Loyalty in Yogyakarta. Paradigma: Jurnal Masalah Sosial, Politik, Dan Kebijakan, 29(1), 50–62. https://doi.org/10.31315/paradigma.v29i1.12522

Issue

Vol. 29 No. 1 (2025): January 2025

Section

Artikel

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