Digital social responsibility and customer engagement influencing brand loyalty : A case study of electronic industry

Abstract

          The objective of this research was to study 1) the influence of digital social responsibility to customer engagement of electronic Industry,  2) the influence of customer engagement to brand loyalty of electronic Industry,  and 3) the influence of digital social responsibility to brand loyalty of electronic Industry. The sample consisted of 400 who bought electrical appliances. An online questionnaire was used as a research instrument. Data collected were then analyzed using descriptive statistics such as percentage, mean, standard deviation as well as inference statistics, including Pearson’s product moment correlation coefficient, multiple regression analysis and simple regression analysis. 

          The result of this study indicated that DSR and customer engagement influenced brand loyalty of electronic Industry with a statistics significant level of 0.05.