Dampak Program CSR PT. Pondok Indah Padang Golf, Tbk., Jakarta Terhadap Citra Perusahaan
Main Article Content
Corporate Social Responsibility (CSR) atau Tanggung Jawab Sosial adalah manajemen pencitraan dalam program kerja PR yang menjadi sarana vital dalam rangka menumbuhkan citra perusahaan. Penelitian ini bertujuan mengetahui kuat tidaknya dampak Program CSR PT. PIPG, Tbk. Jakarta pada citra perusahaan serta mengetahui komponen Program CSR yang paling berdampak pada citra PT. PIPG, Tbk. Variabel CSR dan Citra mengadopsi empat komponen CSR pada citra perusahaan: ekonomi, hukum, etika dan filantropis. Penelitian ini dilakukan di PT. PIPG, Tbk menggunakan metode survey. Populasinya adalah karyawan sebanyak 225, sampel 69 menggunakan purposive sampling. Data diolah dengan SPSS 20.1 menggunakan Analisis faktor, Cronbach Alpha, nilai R2 dan nilai sig. serta beta. Hasil penelitian menunjukkan bahwa Variabel CSR memiliki dampak yang cukup kuat dalam meningkatkan citra PT. PIPG, Tbk. Adapun komponen pada variabel CSR yang secara signifikan memiliki dampak baik dalam meningkatkan citra PT. PIPG, Tbk. adalah ekonomi dan filantropis. Sebagai saran hendaknya lebih memaksimalkan komponen hukum dan etika serta membuat program program Green (peduli dan berbudaya lingkungan) untuk berkontribusi aktif dalam menjaga kelestarian lingkungan.
Keywords:
Corporate Social Responsibility (CSR), Citra Perusahaan, PT Pondok Indah Padang Golf
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Virvilaite, Regina, & Daubaraite, Ugne. (2011). Corporate social responsibility in forming corporate image. Inžinerin? Ekonomika, 22(5), 534–543.
Wood, Donna J., & Jones, Raymond E. (1995). Stakeholder mismatching: A theoretical problem in empirical research on corporate social performance. The International Journal of Organizational Analysis, 3(3), 229–267.
Ariefianto, Lutfi. (2015). Program corporate social responsibility (CSR) PT Semen Indonesia Tbk dan dampaknya terhadap keberdayaan masyarakat. Pancaran Pendidikan, 4(2), 115–134.
Astri, Herlina. (2012). Pemanfaatan corporate social responsibility (CSR) bagi peningkatan kualitas hidup manusia Indonesia. Aspirasi: Jurnal Masalah-Masalah Sosial, 3(2), 151–165.
Balmer, John M. T., & Greyser, Stephen A. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), 730–741.
Carrigan, Marylyn, & Attalla, Ahmad. (2001). The myth of the ethical consumer–do ethics matter in purchase behaviour? Journal of Consumer Marketing, 18(7), 560–578.
ERVIANA, D. W. I. DITA. (n.d.). PROGRAM CORPORATE SOCIAL RESPONSIBILITY UNTUK KESEJAHTERAAN KARYAWAN.
Fraj?Andrés, Elena, López?Pérez, M. Eugenia, Melero?Polo, Iguácel, & Vázquez?Carrasco, Rosario. (2012). Company image and corporate social responsibility: reflecting with SMEs’ managers. Marketing Intelligence & Planning, 30(2), 266–280.
Frankental, Peter. (2001). Corporate social responsibility–a PR invention? Corporate Communications: An International Journal, 6(1), 18–23.
Golob, Urša, & Bartlett, Jennifer L. (2007). Communicating about corporate social responsibility: A comparative study of CSR reporting in Australia and Slovenia. Public Relations Review, 33(1), 1–9.
Goodwin, Felicity W., & Bartlett, Jennifer L. (2008). Public relations and corporate social responsibility (CSR).
Gürlek, Mert, Düzgün, Ertugrul, & Uygur, Selma Meydan. (2017). How does corporate social responsibility create customer loyalty? The role of corporate image. Social Responsibility Journal, 13(3), 409–427.
Hoeffler, Steve, & Keller, Kevin Lane. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78–89.
Juholin, Elisa. (2004). For business or the good of all? A Finnish approach to corporate social responsibility. Corporate Governance: The International Journal of Business in Society, 4(3), 20–31.
Juwita, Rina. (2016). Praktik public relations dan corporate social responsibility dalam perubahan sosial global. Interaksi: Jurnal Ilmu Komunikasi, 5(2), 187–200.
Lee, Jihyun, & Lee, Yuri. (2018). Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image. Journal of Fashion Marketing and Management: An International Journal, 22(3), 387–403.
Lu, Tim, Wei, Xia, & Li, Kungchi. (2015). Consumer responses to corporate social responsibility programs: The influence of company-cause fit and consumer involvement. Nankai Business Review International, 6(4), 364–380.
Mandhachitara, Rujirutana, & Poolthong, Yaowalak. (2011). A model of customer loyalty and corporate social responsibility. Journal of Services Marketing.
Palmatier, Robert W., Jarvis, Cheryl Burke, Bechkoff, Jennifer R., & Kardes, Frank R. (2009). The role of customer gratitude in relationship marketing. Journal of Marketing, 73(5), 1–18.
Pomering, Alan, & Johnson, Lester W. (2009). Constructing a corporate social responsibility reputation using corporate image advertising. Australasian Marketing Journal, 17(2), 106–114.
Porter, Michael E., & Kramer, Mark R. (2002). The competitive advantage of corporate philanthropy. Harvard Business Review, 80(12), 56–68.
Prasiska, Yosa Vega, Pertiwi, Bunga, Nabila, Yosi Rizky, Indah, Kristin, & Safitr, Diani. (2017). CSR dan Citra Perusahaan. Jurnal Bisnis Dan Ekonomi, 24(1).
Report. A. (2020). Annual Report 2020 PT. Pondok Indah Padang Golf, Tbk.
Report. A. (2021). Annual Report 2021 PT. Pondok Indah Padang Golf, Tbk.
Servaes, Henri, & Tamayo, Ane. (2013). The impact of corporate social responsibility on firm value: The role of customer awareness. Management Science, 59(5), 1045–1061.
Shah, Ravi V, Chen?Tournoux, Annabel A., Picard, Michael H., van Kimmenade, Roland R. J., & Januzzi, James L. (2010). Galectin?3, cardiac structure and function, and long?term mortality in patients with acutely decompensated heart failure. European Journal of Heart Failure, 12(8), 826–832.
Suharto, Edi. (2006). Peta dan Dinamika Welfare State di Beberapa Negara: Pelajaran apa yang bisa dipetik untuk membangun Indonesia? Institute for Reseacrh and Empowerment.
Theaker, Alison, & Yaxley, Heather. (2012). The Public Relations Strategic Toolkit: An essential guide to successful public relations practice. Routledge.
Virvilaite, Regina, & Daubaraite, Ugne. (2011). Corporate social responsibility in forming corporate image. Inžinerin? Ekonomika, 22(5), 534–543.
Wood, Donna J., & Jones, Raymond E. (1995). Stakeholder mismatching: A theoretical problem in empirical research on corporate social performance. The International Journal of Organizational Analysis, 3(3), 229–267.
