PENGARUH PROGRAM CORPORATE SOCIAL RESPONSIBILITY “PINK VOICE” TERHADAP CITRA PERUSAHAAN PT SARI COFFEE INDONESIA (STARBUCKS) ( Survei pada konsumen di gerai Starbucks TCC Batavia )

Octaviani, Rosa (2021) PENGARUH PROGRAM CORPORATE SOCIAL RESPONSIBILITY “PINK VOICE” TERHADAP CITRA PERUSAHAAN PT SARI COFFEE INDONESIA (STARBUCKS) ( Survei pada konsumen di gerai Starbucks TCC Batavia ). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

perusahaan / organisasi adalah suatu hal yang paling penting untuk diwujudkan oleh seorang praktisi Public Relations dan pihak internal yang sangat solid dan bekerja keras. Penelitian ini bertujuan untuk mengetahui pengaruh dari kegiatan Corporate Social Responsibility terhadap Citra Perusahaan PT. Sari Coffe Indonesia (Starbucks). Penelitian mengambil subjek konsumen di gerai Starbucks TCC Batavia. Pengambilan data dilakukan dengan penyebaran kuesioner secara langsung kepada subjek penelitian. Data analisis secara statistik dengan menggunakan regresi linear sederhana. Tipe penelitian yang digunakan dalam penelitian ini adalah deskriptif dengan pendekatan Kuantitatif. Data primer pada penelitian ini diambil melalui penyebaran kuesioner kepada 96 pelanggan yang mengetahui program CSR “Pinkvoice”. Hasil penelitian menunjukkan bahwa Corporate Social Responsibility berpengaruh positif dan signifikan terhadap citra perusahaan PT Sari Coffee Indonesia (Starbucks). Hal ini dapat dilihat dari nilai koefisien regresi (b) = 0,6770 dengan probabilitas signifikansi (sig) < 0,05. Temuan ini menjelaskan bahwa dengan dilakukannya program Corporate Social Responsibility oleh PT Sari Coffee Indonesia (Starbucks) akan mampu meningkatkan Citra Perusahaan PT Sari Coffee Indonesia (Starbucks) secara signifikan. Kata Kunci : Corporate Social Responsibility, Citra Perusahaan Image for a company / organization is the most important thing to be realized by a Public Relations practitioner and internal parties who are very solid and working hard. This study aims to determine the effect of Corporate Social Responsibility activities on PT Sari Coffee Indonesia (starbucks) Corporate Image. The research took the subject of the customer in Starbucks TCC Batavia store. Data is collected by distributing questionnaires directly to the research subjects. The type of research used in this research is descriptive with a quantitative approach. Primary data in this study were taken through distributing questionnaires to 96 customers who know the CSR program "Pinkvoice". Data were analyzed statistically using simple linear regression. The results showed that Corporate Social Responsibility has a positive and significant effect on the corporate image of PT Sari Coffee Indonesia (starbucks). This can be seen from the regression coefficient (b) = 0,6770 with a significant probability (sig) <0,05. This finding explains that by implementing a Corporate Social Responsibility program by PT Sari Coffee Indonesia (starbucks) it will be able to significant enhance the corporate image of PT Sari Coffee Indonesia (starbucks). Keywords : Corporate Social Responsibility, Corporate Image

Item Type: Thesis (S1)
NIM/NIDN Creators: 44213120024
Uncontrolled Keywords: Kata Kunci : Corporate Social Responsibility, Citra Perusahaan,Corporate Social Responsibility, Corporate Image
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: TIA FEBRIANA ABABIL
Date Deposited: 13 Feb 2023 04:22
Last Modified: 13 Feb 2023 04:22
URI: http://repository.mercubuana.ac.id/id/eprint/74050

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