Penelitian ini bertujuan untuk menguji pengaruh Corporate Social Responsibility (CSR) terhadap loyalitas nasabah, yang dimediasi oleh citra perusahaan. Populasi dari penelitian ini yaitu nasabah BNI. Jumlah sampel yang digunakan yaitu 200 responden dengan menggunakan metode purposive sampling. Analisis data menggunakan teknik Structural Equation Modeling (SEM). Hasil penelitian, menunjukkan bahwa Corporate Social Responsibility (CSR) berpengaruh positif signifikan terhadap citra perusahaan dan loyalitas. Citra perusahaan juga berpengaruh positif signifikan terhadap loyalitas. Serta variabel citra perusahaan terbukti mampu memediasi pengaruh CSR terhadap loyalitas secara signifikan. Hasil dari penelitian ini menyarankan agar BNI untuk meningkatkan dan mengkomunikasikan kegiatan CSR yang telah dilakukan untuk meningkatkan citra perusahaan dan loyalitas nasabah.

The aim of this research was to examine the effect of Corporate Social Responsibility (CSR) toward the customer loyalty, mediated by corporate image. The population in this research was the customer of BNI. The number of sample was 200 respondents by using purposive sampling method. The data analysis technique used was the Structural Equation Modeling (SEM). The results of this research indicated that CSR had a positif and significant impact on the corporate image and the customer loyalty. Corporate image also had a positif and significant impact on the customer loyalty. The variabel of corporate image was proved to be able to mediate the effect of CSR on customer loyalty significantly. The implication of this research was suggested for BNI to increase and communicate the CSR activities that has been done to increase the corporate image and customer loyalty.