PENGARUH CORPORATE SOCIAL RESPONSIBILITY, LOYALITAS PELANGGAN, DAN KETERLIBATAN DIGITAL TERHADAP KEBERLANJUTAN BISNIS: STUDI KASUS PRODUK KOSMETIK PINKFLASH PASCA DI TARIK BPOM DI PONOROGO

This study aims to analyze the influence of Corporate Social Responsibility, Customer Loyalty, and Digital Engagement on Business Sustainability among Pinkflash consumers following the withdrawal of its products by the Indonesian Food and Drug Authority (BPOM) in Ponorogo Regency. This study focuses on the withdrawal of several Pinkflash products by BPOM, which may reduce consumer trust and affect the company’s Business Sustainability. Under these circumstances, the company needs to maintain Business Sustainability by implementing Corporate Social Responsibility, strengthening Customer Loyalty, and enhancing Digital Engagement.

This study employs a quantitative approach using a survey method. The sampling technique used is purposive sampling, involving 144 Pinkflash consumers in Ponorogo Regency as respondents. Data were collected through questionnaires and subsequently analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4. The results show that Corporate Social Responsibility, Customer Loyalty, and Digital Engagement have a positive and significant effect on Business Sustainability. Corporate Social Responsibility has the strongest influence on Business Sustainability, with a path coefficient of 0.384, followed by Customer Loyalty with a coefficient of 0.275 and Digital Engagement with a coefficient of 0.190. The R-Square value of 0.513 indicates that 51.3% of the variation in Business Sustainability can be explained by the three variables, while the remaining 48.7% is influenced by other factors outside the research model, such as product quality, customer satisfaction, customer trust, brand image, service quality, product innovation, marketing strategies, corporate reputation, as well as economic conditions and market competition.

These findings indicate that effective implementation of Corporate Social Responsibility, strong Customer Loyalty, and active Digital Engagement are important factors in supporting Pinkflash’s Business Sustainability following the product withdrawal by BPOM.