Corporate Social Responsibility Dan Corporate Image pada Perusahaan Rokok di Indonesia

Sigit Pramono, Rini Safitri, Dunga Dwi Barinta

Abstract


Penelitian ini bertujuan untuk mengukur pengaruh CSR pada Corporate Image. Pendekatan penelitian menggunakan analisis explanatory research. Sampel penelitian ini adalah orang yang mengetahui tentang CSR yang diterapkan perusahaan rokok.  Pada penelitian ini jumlah sampel yang dijadikan sebagai responden berjumlah 203. Proses pengumpulan data melalui kuesioner dengan menggunakan teknik purposive sampling. Hasil penelitian ini menguatkan penelitian sebelumnya yang menyatakan  peran CSR dalam membentuk citra perusahaan cukup penting. CSR menjadi faktor penentu dalam membentuk dan memperkuat citra perushaaan. Selain itu temuan pada penelitian ini menegaskan Altruistic Responsibility yang berfokus pada peningkatan kesejahteraan masyarakat akan memberi dampak yang besar pada perusahaan, peran Altruistic Responsibility sebagai komponen dari CSR yang membentuk citra perusahaan akan berdampak pada pofitabilitas perusahaan, dukungan logistik, dan memperkuat kepercayaan masyarakat.


Keywords


Corporate Social Responsibility; Corporate Image; Perusahaan Rokok

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DOI: https://doi.org/10.35591/wahana.v23i2.247

Wahana: Jurnal Ekonomi, Manajemen dan Akuntansi
ISSN : 2685-1415 (Online) | 1410-8224 (Print)
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