Pengaruh Corporate Social Responsibility terhadap Corporate Image pada Perusahaan Rokok di Indonesia

Sigit Pramono, Rini Safitri, Dunga Dwi Barinta


This study aims to measure the effect of CSR on Corporate Image. The research approach used explanatory research analysis. The sample of this research is people who know about CSR which is applied in cigarette companies. The implementation of CSR for cigarette companies is important as a form of contribution to society. However, the implementation of CSR in cigarette companies is still considered as part of a promotional strategy alone. The debate on the application of CSR to the cigarette industry is an interesting part to discuss. The results of this study reveal that CSR is a determining factor in shaping and strengthening a company's image. In addition, the findings in this study confirm that Altruistic Responsibility which focuses on improving the welfare of the community will have a big impact on the company, the role of Altruistic Responsibility as a component of CSR that shapes the company's image will have an impact on company profitability, logistical support, and strengthen public trust.


Corporate Social Responsibility; Corporate Image; Perusahaan Rokok

Full Text:



Abdillah, W. and Hartono, J., 2015. Partial Least Square (PLS): alternatif structural equation modeling (SEM) dalam penelitian bisnis. Yogyakarta: Penerbit Andi, 22, pp.103–150.

Abdurakhman, H., 2018. Tanggung Jawab Sosial Industri Rokok. [online] Available at: [Accessed 19 Jul. 2019].

Ailawadi, K.L., Luan, Y.J., Neslin, S.A. and Taylor, G.A., 2012. The Impact of Retailers’ Corporate Social Responsibility on Price Fairness Perceptions and Loyalty. AMA Winter Educators’ Conference Proceedings.

Akotia, J.K., 2009. Company orientation toward the Market Place. HubPages. com. Available from internet: http://hubpages. com/hub/companyorientationtowardthemarketplace.

Arifin, Z., 2017. Dilema Rokok di Kota Malang. [online] Available at: [Accessed 19 Jul. 2019].

Arıkan, E. and Güner, S., 2013. The impact of corporate social responsibility, service quality and customer-company identification on customers. Procedia-Social and Behavioral Sciences, 99, pp.304–313.

Balmer, J.M.T., 2017. Explicating corporate brands and their management: Reflections and directions from 1995. In: Advances in Corporate Branding. Springer.pp.22–46.

Bednarska-Olejniczak, D., 2016. Corporate social responsibility as part of company image management in banking institutions. Acta Scientiarum Polonorum. Oeconomia, 15(2), pp.5–14.

Bidang Informasi Publik, 2017. Bentoel Group Salurkan CSR Ratusan Komputer Untuk Masyarakat Kota Malang. [online] Available at: [Accessed 19 Jul. 2019].

Bossle, M.B., Neutzling, D.M., Wegner, D., Trevisan, M., Knorst, M. and Nascimento, L.F.M. Do, 2015. Contradictory perceptions on corporate social responsibility practices in the Brazilian tobacco industry. Latin American Journal of Management for Sustainable Development, 2(3–4), pp.193–210.

Carroll, A.B., 1991. The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business horizons, 34(4), pp.39–48.

Chattananon, A., Lawley, M., Trimetsoontorn, J., Supparerkchaisakul, N. and Leelayouthayothin, L., 2007. Building corporate image through societal marketing programs. Society and Business Review.

Chin, W.W. and Todd, P.A., 1995. On the use, usefulness, and ease of use of structural equation modeling in MIS research: a note of caution. MIS quarterly, pp.237–246.

David, F. and Gallego, I., 2009. The interrelationship between corporate income tax and corporate social responsibility. Journal of Applied Accounting Research.

Devinney, T.M., 2009. Is the socially responsible corporation a myth? the good, the bad, and the ugly of corporate social responsibility. Academy of Management Perspectives, 23(2), pp.44–57.

Erickson, J., 2010. About Societal Marketing. eHow. com. Available from internet: http://www. ehow. com/about _4571318_societal-marketing. html.

Fatt, J.P.T., Wei, M., Yuen, S. and Suan, W., 2000. Enhancing corporate image in organisations. Management Research News, 5(6), pp.28–54.

Flavián, C., Guinaliu, M. and Torres, E., 2005. The influence of corporate image on consumer trust. Internet Research, 4, pp.447–470.

Fraj-Andrés, E., López-Pérez, M.E., Melero-Polo, I. and Vázquez-Carrasco, R., 2012. Company image and corporate social responsibility: reflecting with SMEs’ managers. Marketing Intelligence & Planning, 30(2), pp.266–280.

Ghozali, I. and Latan, H., 2012. Partial Least Square: Konsep, Teknik dan Aplikasi Smart PLS 2.0 M3. Semarang: Badan Penerbit Universitas Diponegoro.

Green, T. and Peloza, J., 2011. How does corporate social responsibility create value for consumers? Journal of consumer marketing.

Hamidu, A., Haron, M. and Amran, A., 2015. Corporate social responsibility: A review on definitions, core characteristics and theoretical perspectives. Mediterranean Journal of Social Sciences, 6(4), pp.83–95.

Hayati, I., 2019. KADIN: Tidak Ada CSR Industri Rokok. [online] Available at: [Accessed 19 Jul. 2019].

Herstein, R., Mitki, Y. and Jaffe, E.D., 2008. Communicating a new corporate image during privatization: The case of El Al airlines. Corporate Communications, 4, pp.380–393.

Van der Heyden, C. and Van der Rijt, G., 2004. Societal marketing and philanthropy in Dutch companies. Journal of Nonprofit & Public Sector Marketing, 12(1), pp.23–36.

Hoeffler, S. and Keller, K.L., 2002. Building brand equity through corporate societal marketing. Journal of Public Policy and Marketing, 21(1), pp.78–89.

Hussein, A.S., 2015. Penelitian bisnis dan manajemen menggunakan partial least squares (pls) dengan smartPLS 3.0. Universitas Brawijaya.

Kim, J.S., Song, H., Lee, C.-K. and Lee, J.Y., 2017. The impact of four CSR dimensions on a gaming company’s image and customers’ revisit intentions. International Journal of Hospitality Management, 61, pp.73–81.

Kim, M., Yin, X. and Lee, G., 2020. The effect of CSR on corporate image, customer citizenship behaviors, and customers’ long-term relationship orientation. International Journal of Hospitality Management, 88, p.102520.

Lamond, D., Dwyer, R., Arendt, S. and Brettel, M., 2010. Understanding the influence of corporate social responsibility on corporate identity, image, and firm performance. Management Decision.

Lantos, G.P., 2002. The ethicality of altruistic corporate social responsibility. Journal of consumer marketing, 3, pp.2015–230.

Lee, M.D.P., 2008. A review of the theories of corporate social responsibility: Its evolutionary path and the road ahead. International Journal of Management Reviews, 10, pp.53–73.

Lindgreen, A. and Swaen, V., 2010. Corporate social responsibility. International Journal of Management Reviews, 12(1), pp.1–7.

Lindorff, M., Jonson, E.P. and McGuire, L., 2012. Strategic corporate social responsibility in controversial industry sectors: The social value of harm minimisation. Journal of Business Ethics, 110(4), pp.457–467.

Lizarraga, I., 2010. Benefits of corporate societal marketing. Helium. com. Available from internet: http://www. helium. com/items/1841732-benefits-of-corporate-societal-marketing-csm.

Marín, L., Rubio, A. and de Maya, S.R., 2012. Competitiveness as a strategic outcome of corporate social responsibility. Corporate social responsibility and environmental management, 19(6), pp.364–376.

Martínez, P., Pérez, A. and Del Bosque, I.R., 2014. CSR influence on hotel brand image and loyalty. Academia Revista Latinoamericana de Administración.

McWilliams, A. and Siegel, D., 2001. Corporate social responsibility: A theory of the firm perspective. Academy of management review, 26(1), pp.117–127.

Mohammed, A. and Rashid, B., 2018. A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry. Kasetsart Journal of social sciences, 39(2), pp.358–364.

Moir, L., 2001. What do we mean by corporate social responsibility? Corporate Governance: The international journal of business in society, 1(2), pp.16–22.

Al Mubarak, Z., Hamed, A. Ben and Al Mubarak, M., 2019. Impact of corporate social responsibility on bank’s corporate image. Social Responsibility Journal.

Park, E., 2019. Corporate social responsibility as a determinant of corporate reputation in the airline industry. Journal of retailing and consumer services, 47, pp.215–221.

Pérez, A. and del Bosque, I.R., 2014. Customer CSR expectations in the banking industry. International Journal of Bank Marketing.

Pérez, A. and Del Bosque, I.R., 2015a. An integrative framework to understand how CSR affects customer loyalty through identification, emotions and satisfaction. Journal of Business Ethics, 129(3), pp.571–584.

Pérez, A. and Del Bosque, I.R., 2015b. Corporate social responsibility and customer loyalty: exploring the role of identification, satisfaction and type of company. Journal of Services Marketing.

Pomering, A.A. and Johnson, L.W., 2009. Advertising corporate social responsibility initiatives to communicate corporate image: Inhibiting scepticism to enhance persuasion. Corporate Communications: An International Journal, 14(4), p.420.

Pratihari, S.K. and Uzma, S.H., 2018. CSR and corporate branding effect on brand loyalty: a study on Indian banking industry. Journal of Product & Brand Management.

Rahman, A., 2015. Kepentingan di Balik CSR Perusahaan Rokok. [online] Available at: [Accessed 19 Jul. 2019].

Restu, F., 2019. Peran Penting CSR Perusahaan Rokok Untuk Masyarakat Indonesia. [online] Available at: [Accessed 19 Jul. 2019].

Shabbir, M.S., Shariff, M.N.M., Yusof, M.S. Bin, Salman, R. and Hafeez, S., 2018. Corporate social responsibility and customer loyalty in Islamic banks of Pakistan: A mediating role of brand image. Academy of Accounting and Financial Studies Journal, 22, pp.1–6.

Sprinkle, G.B. and Maines, L.A., 2010. The benefits and costs of corporate social responsibility. Business Horizons, 53(5), pp.445–453.

Triyono, A., 2016. Pemerintah minta kewajiban CSR dibicarakan lagi. [online] Available at: [Accessed 19 Jul. 2019].

Vaaland, T.I., Heide, M. and Grønhaug, K., 2008. Corporate social responsibility: investigating theory and research in the marketing context. European Journal of Marketing.

Virvilaitė, R. and Daubaraitė, U., 2011. Corporate social responsibility in forming corporate image. Inžinerinė ekonomika, pp.534–543.

Vlachos, P.A., 2012. Corporate social performance and consumer‐retailer emotional attachment. European Journal of Marketing.

Wang, D.H.-M., Chen, P.-H., Yu, T.H.-K. and Hsiao, C.-Y., 2015. The effects of corporate social responsibility on brand equity and firm performance. Journal of business research, 68(11), pp.2232–2236.

Ward, S. and Lewandowska, A., 2008. Is the marketing concept always necessary? European Journal of Marketing, 1(2), pp.222–237.

Yanto, N., 2012. Dukungan Pemerintah Dalam Pelaksanaan CSR. [online] Available at: [Accessed 19 Jul. 2019].

Yeo, R.K. and Youssef, M.A., 2010. Communicating corporate image into existence: the case of the Saudi banking industry. Corporate Communications: An International Journal, 3, pp.263–280.

Yu, H.-C., 2020. Corporate philanthropic giving and sustainable development. Journal of Management Development.


Wahana: Jurnal Ekonomi, Manajemen dan Akuntansi
ISSN : 2685-1415 (Online) | 1410-8224 (Print)
Published by Pusat Penelitian dan Pengabdian Masyarakat Akademi Akuntansi YKPN Yogyakarta.
Jl. Gagak Rimang No. 2-4 Balapan, Kotak Pos 6417 YKGK 
Phone (0274) 560159, 562317, 513413, 563516 Fax. (0274) 561591 
Yogyakarta 55222

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.