ANALISIS DAN IMPLEMENTASI PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP EKUITAS MEREK DAN PENINGKATAN PENJUALAN PRODUK PADA PT DJARUM.

Alkhuseri, M.Maskyur (2009) ANALISIS DAN IMPLEMENTASI PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP EKUITAS MEREK DAN PENINGKATAN PENJUALAN PRODUK PADA PT DJARUM. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Focus from work ends this in analysis and program implementation corporate social responsibility (CSR) towards reinforcement equity brand and product sale enhanced in PT Djarum. Good watchfulness result uses linear regression usually between implementation CSR that is divided in three variables that is strategy CSR, performance CSR and program CSR with strength equity brand and product sale enhanced. This research emphasizeds in connection comprehension between equity brand with program implementation CSR and connection between product sale enhanced with program implementation CSR. This watchfulness takes respondent sample from 120 self respondents stakeholder PT Djarum. Watchfulness kind that used research watchfulness kind with quantitative analysis method (statistics) and descriptive qualitative. Sample taking technique is done with probability sampling with technique accidental sampling. Watchfulness result shows that strategy CSR company has positive connection and and strong influential towards reinforcement equity brand. Performance CSR company has positive connection and strong influential towards reinforcement equity program brand CSR companies has positive connection even if weak the influence towards equity brand. Strategy CSR company has positive connection and strong influential towards product sale enhanced. Performance CSR Djarum has positive connection and strong influential towards product sale enhanced. Program CSR Djarum has positive connection and strong influential towards product sale enhanced. Strategy CSR company, performance CSR company and activity program CSR Djarum has simultaneous connection and influential very strong towards strength equity brand. Strategy CSR company, performance CSR company and activity program csr djarum has simultaneous connection and influential very strong towards sale enhanced. implematasi program CSR PT Djarum can diversified in 3 (three) programs, that is Djarum Education Homage, Djarum Environment Homage, and Djarum sport homage, all the it carried out on an ongoing basis.

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