Keterkaitan Bisnis terhadap Implementasi Corporate Social Responsibility (CSR) pada PT. Sari Husada Yogyakarta

KUSUMO, Bimo Adi, Agus Heruanto Hadna

2014 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT Aim of this research was to examine Corporate Social Responsibility activity influence concerning image branding within PT Sari Husada, Yogyakarta. This research is motivated by the fact that there is a lower level of activities of CSR in Indonesia. Most of corporates had a very low knowledges about how important Corporate Social Responsibility activities could make a positive impact, not only for the civil society, but for the comapny itself. This research used two methods in progress, first method is regression I model (simple), using Corporate Social Responsibility founding as independent variable and Top Brand Index as dependent variable. It used data of year 2007-2013 depend on characteristic of PT Sari Husada as an undisclosed corporation. This method was taken in order to examine CSR effect to the image branding of PT Sari Husada generally. The second method is a description analyze, in order to explicate the result of the previous method. Merapi Project has taken as an ideal sample for the research, wherefore the CSR program (Merapi Project) tend of community development characteristic. This research result could prove that both research hypothesis were CSR activity have positive influence to the image branding of the company (PT Sari Husada). It proved by whether using regression I and description analyze, showed that Corporate Social Responsibility have positive influence to the corporate’s images. It could be a trigger for the rest of companies, to making PT Sari Husada as a role model to developed Corporate Social Responsibility activities in a right recipe. Keywords : CSR activities, Top Brand Index, Image branding, Merapi Project, Community development

Kata Kunci : Pekerjaan Sosial