Abstract
The research aim to analyze (1) the effect of CSR toward corporate image, (2) effect of corporate image toward attitude, (3) effect of CSR toward customer’s perception, and (4) effect of customer’s perception toward attitude of Bank Mandiri. This descriptive study using survey method with quistinaire to data collection. Respondent ini this research are customer’s of bank Mandiri in Jabodetabek area. The analysis approach used in this research in Structural Equation Modeling (SEM). The hyphotheses results obtained indicated that (1) CSR has positively influence significantly towards corporate image, (2) corporate image has positively influence significantly toward attitude, (3) CSR has positively influence significantly toward customer’s perception, and (4) customer’s perception has positively influence significantly toward attitude. CSR has direct and indirect positively influence, through corporate image and customer’s perception, toward customer’s attitude.. Keywords: Attitude, corporate image, CSR, perception , Structural Equation Modeling (SEM) DOI: 10.7176/JMCR/53-08
Highlights
Corporate Social Responsibility (CSR) in Indonesia is currently experiencing a very significant development
Two hundred global companies that are members of the World Business Council for Sustainable Development (WBCSD) define CSR as a continuous commitment from businesses to behave ethically and contribute to economic development in an effort to improve the quality of life of employees and their families and the general community and the general public
CSR activities can be carried out by all companies engaged in various business fields, including banking financial services, both managed by the private sector and state-owned banks such as Bank Mandiri today
Summary
Corporate Social Responsibility (CSR) in Indonesia is currently experiencing a very significant development. CSR activities in Indonesia are regulated by Law No 40 of 2007 concerning Limited Liability Companies. CSR activities can be carried out by all companies engaged in various business fields, including banking financial services, both managed by the private sector and state-owned banks such as Bank Mandiri today. Bank Mandiri realizes that the Corporate Social Responsibility (CSR) program is not just a tangible form of community service. For Bank Mandiri, the CSR program functions as creating value. For this reason, CSR programs carried out by Bank Mandiri must be integrated with the business process and support the achievement of brand objectives, including positive perceptions of customers towards Bank Mandiri
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