PENGARUH CORPORATE SOCIAL RESPONSIBILITY TERHADAP CITRA PERUSAHAAN

Studi Kasus : PT.Jasa Raharja (Persero) Jakarta

Abstract

PT Jasa Raharja (Persero) is a company engaged in the field of social insurance. One of the implementations of Corporate Social Responsibility (CSR) is the Partnership and Community Development Program (PKBL), as a corporate social responsibility that has been regulated in Undang-Undang Perseroan Terbatas.

This research was conducted to analyze the effect of CSR on corporate image. The formulation of the problem in this study is how the implementation of PT Jasa Raharja (Persero) PKBL as an effort to form a corporate image. This research method is a case study with a quantitative method with the help of SPSS software.
The results of this study indicate that CSR has a strong influence on the formation of company image with a coefficient of 0.790. While the results of the test of determination amounted to 0.624, which means that CSR has an effect of 62.4% on the formation of company image and the rest is influenced by other factors. Based on the results of regression calculations, it can be concluded that if CSR is implemented properly, the company's image will increase.