PENGARUH KOMUNIKASI CSR DAN CITRA PERUSAHAAN TERHADAP KINERJA PERUSAHAAN MELALUI LEGITIMASI PERUSAHAAN PT. GOTO GOJEK TOKOPEDIA TBK

Putri, Resya Andriani (2025) PENGARUH KOMUNIKASI CSR DAN CITRA PERUSAHAAN TERHADAP KINERJA PERUSAHAAN MELALUI LEGITIMASI PERUSAHAAN PT. GOTO GOJEK TOKOPEDIA TBK. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Transformasi ekonomi digital di Indonesia menghadirkan tantangan dan peluang baru bagi perusahaan, khususnya yang bergerak di sektor teknologi dan platform digital seperti PT. GOTO Gojek Tokopedia Tbk. Dalam konteks ini, perusahaan tidak hanya dituntut untuk meningkatkan kinerja finansial tetapi juga memperkuat legitimasi di mata publik melalui praktik komunikasi tanggung jawab sosial (CSR) dan pengelolaan citra perusahaan. Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi CSR dan citra perusahaan terhadap kinerja perusahaan, dengan mempertimbangkan peran mediasi legitimasi perusahaan pada PT. GOTO Gojek Tokopedia Tbk. Studi ini didasarkan pada teori legitimasi dan teori konstruk sosial, yang menekankan pentingnya persepsi publik, norma, dan nilai sosial dalam membentuk kepercayaan serta dukungan terhadap perusahaan. Pendekatan yang digunakan adalah kuantitatif dengan paradigma positivis, menggunakan metode survei terhadap pemangku kepentingan PT. GOTO. Sampel penelitian terdiri dari 400 responden yang merupakan stakeholder perusahaan dan dipilih melalui teknik purposive sampling agar hasil penelitian relevan dan representatif terhadap konteks industri digital di Indonesia. Untuk menguji tujuh hipotesis, penelitian ini menggunakan Structural Equation Modeling (SEM) untuk menguji hubungan antar variabel yang diteliti. Penelitian menunjukkan bahwa komunikasi CSR berpengaruh positif sebesar 13,4% dan citra perusahaan sebesar 61% terhadap kinerja PT. GOTO Gojek Tokopedia Tbk. Komunikasi CSR juga berpengaruh 43,3% terhadap legitimasi, sedangkan citra perusahaan sebesar 47%. Legitimasi memberikan pengaruh sebesar 23,2% terhadap kinerja, serta memediasi hubungan komunikasi CSR dan kinerja sebesar 42,9%, serta hubungan citra perusahaan dan kinerja sebesar 15,1%. Hal ini menegaskan pentingnya komunikasi strategis dalam membangun reputasi dan legitimasi perusahaan melalui komunikasi CSR, membangun citra, transparansi dan tanggung jawab sosial perusahaan. The digital economic transformation in Indonesia presents both challenges and opportunities for companies, particularly those operating in the technology and digital platform sectors, such as PT. GOTO Gojek Tokopedia Tbk. In this context, companies are not only expected to enhance financial performance but also to strengthen public legitimacy through strategic corporate social responsibility (CSR) communication and corporate image management. This study aims to analyse the effects of CSR communication and corporate image on corporate performance, while considering the mediating role of corporate legitimacy in the case of PT. GOTO Gojek Tokopedia Tbk. Grounded in legitimacy theory and social construction theory, the study underscores the significance of public perception, social norms, and values in shaping trust and stakeholder support. A quantitative approach with a positivist paradigm was employed, using a survey method targeting PT. GOTO stakeholders. A total of 400 respondents were selected through purposive sampling to ensure contextual and industrial relevance. Structural Equation Modelling (SEM) was used to test the proposed seven hypotheses and examine the interrelationships among variables. The findings reveal that CSR communication positively influences corporate performance by 13.4%, while corporate image contributes a stronger effect of 61%. CSR communication also impacts legitimacy by 43.3%, and corporate image by 47%. Furthermore, legitimacy has a 23.2% positive effect on performance and mediates the relationship between CSR communication and performance by 42.9%, as well as the relationship between corporate image and performance by 15.1%. These results highlight the critical role of strategic communication in fostering corporate legitimacy and reputation through CSR, image-building, transparency, and social responsibility.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55223110031
Uncontrolled Keywords: Komunikasi CSR, Citra Perusahaan, Kinerja Perusahaan, Legitimasi Perusahaan CSR Communication, Corporate Image, Corporate Performance, Corporate Legitimacy
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: YOSUA EBENEZER PARDEDE
Date Deposited: 16 Jul 2025 03:59
Last Modified: 16 Jul 2025 03:59
URI: http://repository.mercubuana.ac.id/id/eprint/96082

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