PENGARUH CORPORATE SOCIAL RESPONSIBILITY "CSI INDONESIA BERBAGI" TERHADAP CITRA PERUSAHAAN PT. CAKRA SATYA INTERNUSA (CSI INDONESIA)

NIHNA, AHLAM NURAENI (2023) PENGARUH CORPORATE SOCIAL RESPONSIBILITY "CSI INDONESIA BERBAGI" TERHADAP CITRA PERUSAHAAN PT. CAKRA SATYA INTERNUSA (CSI INDONESIA). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine and explain the influence of Corporate Social Responsibility (CSR) on corporate image. The type of research used is explanatory research. Corporate Social Responsibility is based on the Triple Buttom Line concept described by Elkington with the terms economic prosperity, environmental quatility and social justice. In addition to pursuing profit, the company is also involved in the needs of the community (people) and environmental sustainability (Planet). The concept of Triple Buttom Line is used as a foundation in the application of the Corporate Social Responsibility program in this research. While the company's image comes from consumer response to the overall offer given by the company and is defined as a number of beliefs, ideas, and public impressions on a company. The variables in this study consist of CSR as an independent variable and company image as a dependent variable. Questionnaires were used in collecting data in this study. The selection of respondents used the Simple Random Sampling technique and obtained as many as 72 respondents. The data analysis used is a simple linear regression analysis. The value of the coefficient of determination is 0.221 which means that 22.1% of the Company's Image variable will be influenced by its independent variables, namely profit, people, and Planet. While the remaining 77.9% of corporate image variables will be influenced by other variables that are not discussed in this study. The results of the study can be concluded that the independent variable, namely CSR "CSI Indonesia Berbagi" has a significant influence on the company's image simultaneously and partially by 22.1%. Keywords: Corporate Social Responsibility (CSR), Corporate Image, TBL Theory, Quantitative Research Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh Corporate Social Responsibility (CSR) terhadap citra perusahaan. Jenis penelitian yang digunakan adalah explanatory research. Corporate Social Responsibility berdasarkan konsep Triple Buttom Line yang dideskripsikan oleh Elkington dengan istilah economic prosperity, environmental quatility dan social justice. Selain mengejar profit, perusahaan juga terlibat dalam kebutuhan masyarakat (people) dan kelestarian lingkungan (Planet). Konsep dari Triple Buttom Line digunakan sebagai landasan dalam pengaplikasian dari program Corporate Social Responsibilty pada penelitan ini. Sedangkan citra perusahaan berasal dari respon konsumen pada keseluruhan penawaran yang diberikan perusahaan dan didefinisikan sebagai sejumlah kepercayaan, ide-ide, dan kesan masyarakat pada suatu perusahaan. Variabel dalam penelitian ini terdiri dari CSR sebagai variabel bebas dan citra perusahaan sebagai variabel terikat. Angket digunakan dalam mengumpulkan data pada penelitian ini. Pemilihan responden menggunakan teknik Simple Random Sampling dan didapatkan sebanyak 72 responden. Analisis data yang digunakan adalah analisis regresi linier sederhana. Nilai koefisien determinasi sebesar 0,221 yang berarti bahwa 22,1% variabel Citra Perusahaan akan dipengaruhi oleh variabel bebasnya, yaitu profit, people, dan Planet. Sedangkan sisanya 77,9% variabel citra perusahaan akan dipengaruhi oleh variabel-variabel yang lain yang tidak dibahas dalam penelitian ini. Hasil penelitian dapat disimpulkan bahwa variabel bebas yaitu CSR “CSI Indonesia Berbagi” mempunyai pengaruh yang signifikan terhadap citra perusahaan secara simultan dan parsial sebesar 22,1%. Kata Kunci : Corporate Social Responsibility (CSR), Citra Perusahaan, Teori TBL, Penelitian Kuantitatif

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