ANALISIS TANGGUNG JAWAB SOSIAL PERUSAHAAN TERHADAP CITRA PERUSAHAAN

Abstract

Corporate Social Responsibility (CSR) is often seen as an additional cost to the company, but actually if implemented properly and sustainably can be used as a new marketing tool for the company. A proper and sustainable CSR can improve the company's image which has an impact on increasing customer loyalty, which in turn leads to an increase in company income and profits. Therefore, it can be concluded that CSR plays an important role in increasing the value of the company. This study aims to examine the role of CSR in corporate image and customer loyalty. Corporate social responsibility is measured in five aspects, namely: philanthropic responsibility, ethical behavior, legal compliance, environmental contribution, and customer protection. The study was conducted by distributing questionnaires to 100 respondents who were loyal customers of a foreign household product who were active in CSR activity. The purposive sampling technique was used to collect data to ensure the suitability of respondents with research objectives. Hypothesis testing is done by linear regression method. The results of hypothesis testing show that Legal Compliance and Environmental Contribution have a positive and significant influence on Company Image; while Philanthropic Responsibilities, Ethical Behavior, and Customer Protection eventhough having a positive influence, have no significant influence on the Company's Image; Company image was found to have a positive and significant influence on customer loyalty