PENGARUH PENERAPAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP PERSEPSI NASABAH SERTA DAMPAKNYA TERHADAP CORPORATE IMAGE (Studi Kasus Pada Bank BJB Cabang Banjar)
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Date
2015
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Publisher
Tesis Program Magister Management Universitas Widyatama
Abstract
The application of corporate social responsibility (CSR) in Indonesia is
regulated in UU No. 40 2007 about company liability on article 74 which
mentions the social responsibility to be borne by any corporations. CSR is one of
the government's efforts to balance the economic growth and equitability. This
study aims to determine how much CSR influences customer’s perceptions and its
impact on corporate image of bank bjb. This study uses descriptive-associative
method with unit analysis of customers of bank bjb Banjar branch and survey
analysis. Data collection uses questionnaires, interviews and literature study of
previous researches. Data process uses SPSS 17.0 through validity and reliability,
normality test, correlation analysis, path analysis, and comparison of the average
score through descriptive analysis. The study states that CSR brings effect to
corporate image both directly and indirectly through the customer’s perception.
Therefore, it is expected bank bjb to continue to maintain their CSR programs
and enhance public communication, so that the CSR transfer to change the
customer’s perception leads to a positive success.
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Keywords
corporate social responsibility, customer’s perception, corporate image