Pengaruh Program Corporate Social Responsibility “Bring Back Our Bottle” Terhadap Citra Perusahaan The Body Shop (Survey pada Konsumen The Body Shop) - Bunga Indraswari Irawan; Elvira Azis (Program Pascasarjana STIE Amkop Makassar, 2022)
Abstrak The Body Shop merupakan perusahaan yang terkenal dengan penerapan program Corporate Social Responsibility-nya. Salah satu program CSR yang diangkat dalam penelitian ini adalah Bring Back Our Bottle (BBOB). Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Corporate Social Responsibility (CSR) program Bring Back Our Bottle (BBOB) terhadap Citra Perusahaan The Body Shop. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan jenis penelitian deskriptif. Populasi penelitian ini adalah masyarakat atau konsumen The Body Shop yang mengetahui program CSR Bring Back Our Bottle dengan sampel penelitian sebesar 100 responden yang diambil dari rumus Cochran. Data dalam penelitian diambil melalui kuesioner yang kemudian dianalisis menggunakan analisis regresi linear sederhana. Berdasarkan hasil uji statistik, program Corporate Social Responsbility (CSR) Bring Back Our Bottle berpengaruh positif terhadap Citra Perusahaan The Body Shop. Selanjutnya, program CSR Bring Back Our Bottle memiliki kontribusi terhadap citra perusahaan The Body Shop sebesar 56,9% dan sisanya 43,1% dijelaskan oleh variabel-variabel lain di luar penelitian ini. Kata Kunci: Corporate Social Responsibility, Citra Perusahaan, The Body Shop, Bring Back Our Bottle Abstract The Body Shop is a company that is well-known for its implementation of its Corporate Social Responsibility program. One of the CSR programs raised in this research is Bring Back Our Bottle (BBOB). The purpose of this study was to determine the effect of Corporate Social Responsibility (CSR) of the Bring Back Our Bottle (BBOB) program on The Body Shop's corporate image. The method used in this research is quantitative with descriptive research type. The population of this research is the community or consumers of The Body Shop who know about the Bring Back Our Bottle CSR program with a research sample of 100 respondents taken from the Cochran formula. The data in the study were taken through a questionnaire which was then analyzed using simple linear regression analysis. Based on the results of statistical tests, the Bring Back Our Bottle Corporate Social Responsibility (CSR) program has a positive effect on The Body Shop's Corporate Image. Furthermore, the Bring Back Our Bottle CSR program contributed 56.9% to The Body Shop's corporate image and the remaining 43.1% was explained by other variables outside of this study. Keywords: Corporate Social Responsibility, Citra Perusahaan, The Body Shop, Bring Back Our Bottle