ANALISIS PENGARUH DIMENSI PEMBENTUK CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP CORPORATE IMAGE AND REPUTATION PADA PT. INDOFOOD CBP SUKSES MAKMUR TBK. DIVISI NOODLE CABANG SEMARANG

Abstract

PT. Indofood CBP Sukses Makmur Tbk. Divisi Noodle Cabang Semarang merupakan perusahaan produsen mie instan yang memproduksi mie instan dengan 40 citarasa dan beberapa merek. Perusahaan ini telah melaksanakan CSR sejak perusahaan berdiri yaitu tahun 1990. Dalam melaksanakan program CSR, perusahaan ini bertujuan dan fokus pada lima pilar CSR perusahaan yaitu Building Human Capital, Strengthening Economic Value, Outreaching to the Community, Protecting the Environment, dan Solidarity for Humanity. Namun pada akhir-akhir ini volume penjualan produk mengalami penurunan. Penurunan volume penjualan ini menunjukkan bahwa corporate image and reputation mengalami penurunan atau kurang baik. Menurut Eman M. Abd-El-Salam, dkk., terdapat tiga indikator corporate image and reputation, yakni service quality, customer satisfaction, dan customer loyalty. Menurut Tuongdung Lenguyen, ada empat dimensi pembentuk CSR yaitu Economic, Legal, Ethical, dan Philanthropic yang mempengaruhi corporate image and reputation. Oleh karena itu, perlu dilakukan penelitian dimensi pembentuk CSR apa yang lebih berpengaruh positif terhadap corporate image and reputation sehingga dapat meningkatkan corporate image and reputation tersebut. Pengolahan data ini menggunakan metode SEM (Structural Equation Modeling) dengan bantuan software SPSS dan Lisrel.

Abstract

PT. Indofood CBP Sukses Makmur Tbk. Noodle Division Semarang is an enterprise instant noodle manufacturers who produce instant noodles with 40 flavors and some brands. The company has been implementing CSR since the company was established, namely 1990. In implementing CSR programs, the company aims and focus on the five pillars of CSR, there are Building Human Capital, Strengthening Economic Value, outreaching to the Community, Protecting the Environment, and Solidarity for Humanity. But in these days of product sales volume has decreased. The decline in sales volume shows that the corporate image and reputation declined or less good. According to Eman M. Abd-El-Salam, et al., there are three indicators of corporate image and reputation: service quality, customer satisfaction, and customer loyalty. According Tuongdung Lenguyen, there are four dimensions of CSR: Economic, Legal, Ethical, and Philanthropic affecting corporate image and reputation. Therefore, it is necessary to study what the CSR dimensions forming a more positive effect on corporate image and reputation so as to enhance the corporate image and reputation. Processing this data using SEM (Structural Equation Modeling) with SPSS and Lisrel.