Pengaruh Tanggung Jawab Sosial Perusahaan (CSR) Terhadap Corporate Reputation Dan Dampaknya Pada Brand Equity

Fajar Mochamad Sidik

Abstract


Dalam beberapa tahun terakhir, Tanggung Jawab Sosial Perusahaan (CSR) telah memperoleh banyak perhatian dari peneliti dan profesional. Sejumlah penelitian telah dilakukan untuk menentukan dampak dari tanggung jawab sosial perusahaan pada dimensi yang berbeda dari organisasi. Tujuan dari penelitian ini adalah untuk mengidentifikasi pengaruh Tanggung Jawab Sosial Perusahaan (CSR) terhadap Corporate Reputation dan dampaknya pada Brand Equity. Jenis Penelitian yang digunakan adalah deskriptif verifikatif dan metode yang digunakan adalah explanatory survey dengan tehnik simple random sampling. Kuesioner dikirim melalui email dan panel online ke 218 perusahaan pelanggan PT. Bio Farma. Teknik analisis data yang digunakan adalah Path Analysis dengan alat bantu software komputer SPSS 23.0.  Studi ini menemukan bahwa tingkat CSR yang lebih tinggi berhubungan positif dengan tingkat yang lebih tinggi dari Corporate Reputation serta Brand Equity. Selain itu, hasil empiris menunjukkan bahwa CSR secara tidak langsung mempengaruhi Brand Equity  melalui peran mediasi Corporate Reputation. Hal ini menunjukkan bahwa tanggung jawab sosial perusahaan dan reputasi perusahaan memiliki dampak yang signifikan dan positif terhadap ekuitas merek. Ini juga mendukung efek sebagian mediasi dari reputasi perusahaan pada hubungan antara CSR dan ekuitas merek. Penelitian ini menemukan bahwa untuk mencapai tingkat yang lebih tinggi dari Brand Equity  dan Corporate Reputation, PT. Bio Farma harus meningkatkan Tanggung Jawab Sosial Perusahaan (CSR).


Keywords


Tanggung Jawab Sosial Perusahaan (CSR), Corporate Reputation, Brand Equity

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References


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DOI: https://doi.org/10.17509/jimb.v7i1.12772

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