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Corporate Social Responsibility as a Bridge Across Religions: Interactivity and Brand Value

Penulis

  • Nurul Retno Hapsari UPN "Veteran" Yogyakarta
  • Virginia Ayu Sagita Communication Science, UPN Veteran Yogyakarta
  • Medi Trilaksono Dwi Abadi Communication Science, UPN Veteran Yogyakarta
  • Ida Susi Dewanti Business Administration, UPN Veteran Yogyakarta
  • Dewi Mukti Wijayanti Business Administration, UPN Veteran Yogyakarta

DOI:

https://doi.org/10.31315/paradigma.v30i1.16457

Kata Kunci:

Corporate Social Responsibility, Customer Brand Co-Creation, Behavior, Perceived Value, Religiosity.

Abstrak

Interaktivitas dalam Corporate Social Responsibility (CSR) merupakan katalis yang signifikan bagi keterlibatan pelanggan, namun dampaknya di antara berbagai kelompok agama, khususnya dalam gerakan seperti BDS, masih belum cukup diteliti. Penelitian ini mengkaji dampak persepsi interaktivitas CSR terhadap perilaku ko-kreasi merek oleh konsumen dan nilai yang dipersepsikan, dengan menyelidiki peran mediasi perilaku ko-kreasi merek oleh konsumen, sekaligus mengevaluasi perbedaan respons keagamaan. Pendekatan kuantitatif diterapkan dengan menggunakan PLS-SEM untuk menguji pengaruh langsung dan tidak langsung, serta Multi-Group Analysis (MGA) untuk menilai perbedaan antar kelompok. Data dikumpulkan dari 110 pelanggan Starbucks melalui survei daring dengan menggunakan teknik non-probability sampling. Persepsi interaktivitas CSR berdampak positif terhadap perilaku ko-kreasi, sehingga meningkatkan nilai yang dipersepsikan. MGA menunjukkan tidak adanya perbedaan yang signifikan antara pelanggan Muslim dan Kristen, yang mengindikasikan bahwa nilai-nilai CSR yang bersifat universal dapat diterima lintas kelompok agama. Perusahaan sebaiknya merancang program CSR yang inklusif dan interaktif untuk mendorong keterlibatan, membangun hubungan pelanggan yang lebih kuat, serta meningkatkan nilai merek.

 

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Unduhan

Diterbitkan

2026-01-31 — Diperbaharui pada 2026-01-31

Versi

Cara Mengutip

Hapsari, N. R., Sagita, V. A., Abadi, M. T. D., Dewanti, I. S., & Wijayanti, D. M. (2026). Corporate Social Responsibility as a Bridge Across Religions: Interactivity and Brand Value. Jurnal Paradigma, 30(1). https://doi.org/10.31315/paradigma.v30i1.16457

Terbitan

Vol 30 No 1 (2026): January 2026

Bagian

Artikel

Lisensi

Hak Cipta (c) 2026 Nurul Retno Hapsari, Virginia Ayu Sagita, Medi Trilaksono Dwi Abadi, Ida Susi Dewanti, Dewi Mukti Wijayanti

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