ABSTRACT
This paper examines the role of Corporate Social Responsibility (CSR) activities, as perceived by customers, in promoting children’s Quality of Life (QOL) and Customer Loyalty. This paper also compares two indicators of social performances from the customers’ and society’s perspectives. The survey was conducted in five cities in Indonesia: Jakarta, Padang, Surabaya, Makassar and Kupang. The subjects of this research are the customers of three companies/brands operating in Indonesia (Pertamina, Danone-Aqua, and Frisian Flag) and also the society in the communities that had been exposed to the companies’ Health CSR activities. The data was collected from 600 respondents (450 respondents are customers, 150 respondents are member of society, and were analysed using multiple regressions to test nine research hypotheses. The result shows that different motivations will be generated from different CSR activities by three brands, and have different paths to influence loyalty.
