Pengaruh Penerapan Program Corporate Social Responsibility (CSR) terhadap Citra Perusahaan PTP Nusantara VI di Kota Jambi, Provinsi Jambi

Abstract

Existence of a company can’t be separated from community as its external environment. And to reduce the impact of gaps that may occur and at the same time to enhance the corporate image in the eyes of community, the company implemented a social responsibility or called corporate social responsibility (CSR) in their business activities. This research aim to determine the effect of the application of the Corporate Social Responsibility (CSR) to the corporate image as a social responsibility to the PTP N VI. The approach that used in this research is a quantitative approach with the design of research is the study of causal which intends to determine the effects of both types of Corporate Social Responsibility (CSR), namely Corporate Philanthropy and Social Responsibility Business Practice to corporate image .The Population in this research is the jambi community with a sample size of 100 respondents using non probability sampling technique. Collecting data using questionnaire analysis and the method is test instrument (validity and reliability), the classical assumption test and multiple linear regression analylis. The result of research by regression analysis, both individually and simultaneously its indicates that there is a positive and significant effect between Corporate Philanthropy and Social Responsibility Business Practice against of corporate image, its means when the Corporate Philanthropy and Social Responsibility Business Practice increases, the corporate image will increase too.