PENGARUH CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP CITRA PERUSAHAAN PT. BEIERSDORF INDONESIA (Studi pada Pengunjung Merbabu Family Park Kota Malang) - Fariz Novarianto; Djamhur Hamid; M. Kholid Mawardi (Jurnal Administrasi Bisnis, 2017)
Good implementation of CSR will lead to positive image on peoples. Otherwise, bad implementation of will lead to negative image. One of CSR implementation in Malang has been done by PT Beiersdorf Indonesia that form as Merbabu Family Park (Taman NIVEA). This research aims to understand and analyze simultan influence of Community Support dan Environment towards Corporate Image of PT Beiersdorf Indonesi; partial influences of CommunitymSupport andmEnvironment towrds CorporatemImagemof PT Beiersdorf Indonesia. The results of this research is Community Support and Environment simultaneously had a significant influence towards Corporate Image; Community Support and Environment partially had a significant influence towards Corporate Image. Based on the results of this research, we recommend PT Beiersdorf Indonesia to implement this kind of CSR Programme at another district in Indonesia. We also recommend that PT Beiersdorf Indonesia shall fixed some damaged facilities at Merbabu Family Park, to gain more positive in Corporate Image. Keywords: Community Support, Environment, Corporate Image, Merbabu Family Park ABSTRAK Penerapan CSR yang baik tentu akan menimbulkan citra perusahaan yang baik pula di mata masyarakat. Demikian pula dengan penerapan CSR yang buruk, tentu akan berdampak buruk pula bagi citra perusahaan. Salah satu pelaksanaan CSR yang dilakukan di Kota Malang bagi perusahaan multinasional yaitu PT Beiersdorf Indonesia melalui Merbabu Family Park (Taman NIVEA). Tujuan dari penelitian ini adalah mengetahui dan menganalisis pengaruh secara simultan variabel Community Support dan Environment terhadap Citra Perusahaan PT Beiersdorf Indonesia; serta pengaruh secara parsial variabel Community Support dan Environment terhadap Citra Perusahaan PT Beiersdorf Indonesia.Analisisldatammenggunakan analisissregresi.linier. Hasilaanalisisddalamppenelitianninimmenunjukkannbahwa’variabelcCSR yang terdiri dari Community Support dan Environmentsecara simultan berpengaruh signifikan terhadap variabel Citra Perusahaann; secara parsialkberpengaruhssignifikan terhadap CitrasPerusahaan. Berdasarkan hasil.penelitian tersebut, PT Beiersdorf Indonesia diharapkan melakukanpprogram CSR sejenis di berbagaiddaerah di Indonesia. Selain itu, pembenahan>secara fisik terhadap fasilitassyang ada di Merbabu Family Park mungkin akan semakinnmeningkatkan citra positif perusahaan”di masyarakat… Kata Kunci: Community Support, Environment, Citra Perusahaan, Merbabu Family Park