PENGARUH CORPORATE SOCIAL RESPONSIBILITY DAN ISLAMIC ADVERTISING TERHADAP REPUTASI PERUSAHAAN DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA PENGGUNA LAPTOP ASUS DI KOTA SALATIGA

The study aims to identify and analyze the impact of corporate social advertising and Islamic advertising on the company's reputation, with customer satisfaction as a variable of intervening on ASUS laptop users in Salatiga City. This quantitative research uses questionnaires as a preliminary data source. The IBM SPSS 25 statistical analysis tool is used to analyze a sample of 100 respondents. The results of this study indicate that the implementation of corporate social responsibility, Islamic advertising, and customer satisfaction each has a positive and significant effect on company reputation. Corporate social responsibility has a positive and significant effect on customer satisfaction. Islamic advertising has a positive and insignificant effect on customer satisfaction. The customer satisfaction variable can mediate corporate social responsibility's influence on a company's reputation. Meanwhile, customer satisfaction cannot mediate Islamic advertising on a company's reputation. Keywords: Customer Satisfaction, Corporate Social Responsibility, Islamic Advertising, Company Reputation.Studi ini bertujuan untuk mengidentifikasi dan menganalisis pengaruh iklan sosial perusahaan dan iklan Islami terhadap reputasi perusahaan, dengan kepuasan pelanggan sebagai variabel intervening pada pengguna laptop ASUS di Kota Salatiga. Penelitian kuantitatif ini menggunakan kuesioner sebagai sumber data awal. Alat analisis statistik IBM SPSS 25 digunakan untuk menganalisis sampel 100 responden. Hasil yang diperoleh menjelaskan bahwa implementasi Corporate social responsibility, Islamic Advertising dan customer satisfaction secara parsial berpengaruh pada reputasi perusahaan. Corporate social responsibility memiliki pengaruh positif pada customer satisfaction. Islamic advertising memengaruhi customer satisfaction. variabel customer satisfaction menjadi mediasi pengaruh corporate social responsibility terhadap reputasi perusahaan. Sementara, customer satisfaction tidak mampu menjadi mediasi islamic advertising terhadap reputasi perusahaan. Kata Kunci: Customer Satisfaction, Corporate Social Responsibility, Islamic Advertising, Reputasi Perusahaa