PENGARUH CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP BRAND IMAGE OMDC DENTAL CLINIC PADA KARYAWAN DI ZALORA INDONESIA JAKARTA SELATAN

ARISTAWA, SATRIA (2019) PENGARUH CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP BRAND IMAGE OMDC DENTAL CLINIC PADA KARYAWAN DI ZALORA INDONESIA JAKARTA SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Corporate Social Responsibility (CSR) programs can maintain a brand image and the reputation of an organization or company itself, a good brand image will have a good impact on consumers / customers, so that it can increase consumer attractiveness to use a product / service. Since its inception the OMDC Dental Clinic (in 2014), Dr. Oktri Manessa as Founder sets out the steps that whatever they do is from the community, and for the community. So, OMDC makes the OMDC Social Mission the heart of their efforts.The aim of the research in this study was to find out how big the "The Effect of Corporate Social Responsibility (CSR) on OMDC Dental Clinic’s Brand Image at Zalora Indonesia’s Employee In South Jakarta". The research paradigm in this study is the type of ekslpanative, through quantitative survey methods, and using questionnaires as instruments for data collection. Samples were taken at Zalora Indonesia employees with 34 respondents. The results of this study, From the calculation of the determination coefficient using SPSS 22 for Windows The value of R square = 0.214, the table above shows that 21% of the variance or diversity of Brand Image can be explained by changes in Philanthropy CSR variables. While the remaining 79% is explained by other model factors not examined in this study. Keyword: Public relations, Corporate Social Responsibility (CSR) , Philantrophy, Brand Image Program Corporate Social Responsibility (CSR) dapat mempertahankan suatu citra merek (Brand Image) dan reputasi suatu organisasi ataupun perusahaan itu sendiri, Citra merek yang baik akan berdampak baik terhadap konsumen/ pelanggannya, sehingga dapat meningkatkan daya tarik konsumen untuk menggunakan suatu produk/ jasa. Sejak awal didirikannya OMDC Dental Clinic (tahun 2014), Drg. Oktri Manessa sebagai Founder menetapkan langkah bahwa apapun yang mereka kerjakan adalah dari masyarakat, dan untuk masyarakat. Maka, OMDC menjadikan OMDC Social Mission sebagai jantung dari usaha mereka. Tujuan penelitian dalam penelitian ini adalah untuk mengetahui Seberapa besar “Pengaruh Corporate Social Responsibility (CSR) Terhadap Brand Image OMDC Dental Clinic Pada Karyawan di Zalora Indonesia Jakarta Selatan”. Tipe penelitian dalam penelitian ini adalah jenis ekslpanatif, melalui metode kuantitatif survey, dan menggunakan kuesioner sebagai instrumen untuk pengumpulan data. Penarikan sample dilakukan pada Karyawan Zalora Indonesia dengan 34 responden. Hasil dari penelitian ini, Dari perhitungan Koefisien determinasi menggunakan SPSS 22 for Windows Nilai R square = 0,214, tabel diatas menunjukan bahwa 21 % dari varians atau keragaman Brand Image dapat dijelaskan oleh perubahan dalam variabel CSR Filantropi. Sedangkan 79 % sisanya dijelaskan oleh faktor model lain yang tidak diteliti dalam penelitian ini. Kata Kunci: Public relations, Corporate Social Responsibility,Filantropi, Brand Image

Item Type: Thesis (S1)
Call Number CD: FK/PR. 19 107
NIM: 44216120015
Uncontrolled Keywords: Public relations, Corporate Social Responsibility,Filantropi, Brand Image
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.4 Journalism/Jurnalisme, Jurnalistik, Pers > 070.48 Journalism Directed to Special Groups/Jurnalistik Disutradarai oleh Kelompok Khusus > 070.486 Occupational and Employee Groups/Kelompok Kerja dan Karyawan
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 331 Labor Economics/Ekonomi Perburuhan
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 331 Labor Economics/Ekonomi Perburuhan > 331.2 Conditions of Employment/Kondisi Buruh, Kondisi Pekerja, Kondisi Pegawai, Kondisi Karyawan
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 647 Management Housekeeping/Pengaturan Pekerjaan Rumah Tangga > 647.6 Employee Hours and Duties/Jam dan Tugas Karyawan
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 15 Oct 2019 03:09
Last Modified: 23 Oct 2019 04:54
URI: http://repository.mercubuana.ac.id/id/eprint/51345

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