Analisis Implementasi Corporate Social Responsibility Serta Pengaruhnya Terhadap Corporate Image Pada Pt. Ultrajaya Di Kabupaten Bandung Barat

Benny Prayoga Wicaksono, Elvira Azis

Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Corporate Social Responsbility Kepedulian terhadap Masyarakat terhadap Corporate Image PT. Ultrajaya di Kabupaten Bandung Barat. Informasi yang diperoleh dari penelitian ini diharapkan dapat digunakan oleh perusahaan untuk meningkatkan kegiatan dan kualitas Corporate Social Responsibility sehingga dapat meningkatkan Corporate Image di masa yang akan datang. Populasi penelitian ini adalah masyarakat yang menerima kegiatan dari kepedulian terhadap masyarakat PT. Ultrajaya sebanyak 100responden. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif dengan analisis regresi linier sederhana. Berdasarkan hasil pengujian statistik menunjukan bahwa Corporate Social Responsbility (CSR) berpengaruh secara positif terhadap Corporate Image PT. Ultrajaya di Kabupaten Bandung Barat maka diperoleh kesimpulan bahwa Citra Perusahaan dipengaruhi oleh Corporate Social Responsbility Kepedulian terhadap Masyarakat sebesar 37,5%, sisanya sebesar 62,5,% dipengaruh oleh faktor lain. Kata Kunci: Corporate Social Responsibility (CSR), Corporate Image. Abstract This study aims to determine the effect of Corporate Social Responsibility Concern For The Community to Corporate image PT. Ultrajaya in Kabupaten Bandung Barat. Information obtained from this research can be used by companies to improve the quality of activities and Corporate Social Responsibility in order to improve corporate image in the future. The population was people who receive activities from community concern. Sample 100 respondents. This study uses quantitative methods with descriptive research with a simple linear regression analysis. Based on the results of statistical tests showed that Corporate Social Responsibility (CSR) affect positively to Corporate Image PT. Ultrajaya in Kabupaten Bandung Barat, obtained conclusion that the corporate image is affected by the Corporate Social Responsibility Concern For The Community at 37.5%, remaining 62.5% influence by other factors. Keywords: Corporate Social Responsibility (CSR), Corporate Image.

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