Pengaruh Efektivitas Corporate Social Responsibility terhadap Citra Perusahaan Pada PT Inalum (Persero) di Kuala Tanjung

Abstract

Companies as one of the economic actors certainly have a very important role in the survival of the economy and the wider community. One of them is social responsibility or Corporate Social Responsibility. Corporate Corporate Responsibility (CSR) is a commitment of the company or the business world to contribute to the development of a sustainable economy by paying attention to corporate social responsibility and emphasizes the balance between attention to economic and social aspects. This study aims to determine the effect of the effectiveness of Corporate Social Responsibility on Company Image at PT Inalum (Persero) in Kuala Tanjung. The population in this study are people living in Kuala Tanjung. The sample was taken as many as 96 respondents with the sampling technique used was purposive sampling. Data collection is done by distributing questionnaires and documentation. The analysis technique used is the data analysis method includes validity test, reliability test, t-test, which is also accompanied by a test of determination. The results of the study using a partial significant test (t – test) showed that Corporate Social Responsibility (X) had a significant effect on Corporate Image (Y) with a calculated t value of 10,328 > t – table 1,986 and sig. < 0,05. Based on the calculation with the coefficient of determination, the R value is 0,729 (72,9%), the magnitude R Square is 0,532 (53,2%), while the remaining 46,8% is influenced by other variables not in this study.