The Effect Of Corporate Social Responsibility On Brand Awareness: The Case Study Of PT. Unilever Indonesia And Non-Governmental Organization (NGO) Spektra Surabaya

Habibi Dinil Haq

doi:10.21107/jsmb.v8i1.10818

Abstract

This research is motivated by the increasing number of companies using corporate social responsibility as a marketing strategy by involving the dimensions of business ethics and social impact around them to form a good image for the company. This study aims to determine the effect of corporate social responsibility on corporate image. This study uses a case study of PT Unilever Indonesia's corporate social responsibility collaboration with the Non-Governmental Organization (NGO) Spektra Surabaya in the form of the Gerakan Sikat Gigi Pagi Malam in ten sub-districts in Nganjuk Regency in mid 2010-2011. This study uses Corporate Social Responsibility (CSR) model as the analysis framework which consists of Community Support (X1), Diversity (X2), Employee Support (X3), Environment (X4), Non-US Operations / Not Only Operate in the Country of Origin (X5), and Products (X6) either jointly or partially on the company's image, as well as knowing which variables have dominant influence on the company's image. The type of research used in this research is explanatory research and the research method used is quantitative with the Slovin formula and purposive sampling technique.

Highlights

Operating in the Country of Origin and Conclusion The conclusions that can be conveyed by the researcher with regard to this research are as follows: 1. Based on the research results, the Corporate
Social program Responsibility (CSR) is a program that is considered good for Public
Social program Responsibility (CSR) that can even be accepted by the community create a positive image in society

Summary

Introduction

Bowen argued that business people had an obligation to pursue a policy and make decisions or carry out various actions in accordance with the goals and values of society (Wartick and Cochran, in Solihin, 2008: 1). Putri (in Untung, 2008: 1) Corporate Social Responsibility (CSR) is the commitment of the company or the business world to contribute to sustainable economic development by paying attention to corporate social responsibility and emphasizing the balance between attention to economic, social aspects, and the environment. Some companies are able to elevate their Corporate Social Responsibility (CSR) status to a higher level by making it an effort of brand building and corporate image. These efforts are rarely used as part of corporate strategic planning

Objectives

Results

Conclusion