Analisa Faktor-faktor yang Dapat Meningkatkan Pandangan Masyarakat terhadap Suatu Perusahaan FMCG yang Menerapkan CSR Practice terhadap Sosial, Lingkungan, dan Ekonomi - Renny Christiarini; Ferby Supriyanto (Program Pascasarjana STIE Amkop Makassar, 2022)
Abstrak Penelitian ini bertujuan untuk mengetahui hubungan antara Perception of Social CSRP terhadap CCI, Perception of Social CSRP terhadap CR, Perception of Enviromental CSRP terhadap CCI, Perception of Enviromental CSRP terhadap CR, Perception of Economic CSRP terhadap CCI, Perception of Economic CSRP terhadap CR, Consumer Involvement with the Product terhadap CCI, Consumer Involvement with the Product terhadap CR, CCI terhadap CR untuk menganalisa faktor-faktor yang dapat meningkatkan pandangan masyarakat terhadap suatu perusahaan FMCG yang menerapkan CSR Practice. Metode yang akan digunakan pada penelitian ini yaitu purposive sampling. Total sampel pada penelitian ini berpatokan pada metode (Hair et al., 2019) yaitu parameter 1:10. Oleh karena itu, peneliti mengumpulkan 330 responden yang di dapatkan dari 33 pertanyaan. Software yang digunakan pada penelitian ini yaitu dengan memanfaatkan Smart PLS versi 26. Hasil penelitian menunjukan variabel CCI terhadap CR signifikan positif mempengaruhi. Consumer Involvement with the Product, Perception of Economic CSRP, Perception of Social CSRP terhadap CCI signifikan positif mempengaruhi. Consumer Involvement with the Product, Perception of Economic CSRP, Perception of Enviromental CSRP terhadap CR tidak signifikan mempengaruhi. Perception of Enviromental CSRP, Perception of Social CSRP terhadap CCI tidak signifikan mempengaruhi. Kata Kunci: Corporate social responsibility; Fast moving consumer goods; Corporate Reputation Abstract This research aims to discover the following relationship: Perception of Social CSRP to CCI, Perception of Social CSRP to CR, Perception of Environmental CSRP to CCI, Perception of Environmental CSRP to CR, Perception of Economic CSRP to CCI, Perception of Economic CSRP to CR, Consumer Involvement with the Product to CCI, Consumer Involvement with the Product to CR, and CCI to CR, which are then used to analyze determining factors that can improve the public’s view of an FMCG company implementing CSR Practice. method used in this research is purposive sampling. The total sample in this research is based on the method proposed by Hair et al. (2019): the 1:10 parameter. Therefore, the researcher collects data from 330 respondents derived from a questionnaire comprised of 33 questions. The software used in this research is Smart PLS version 26. The result of this research shows that CCI to CR has a positive significant relationship. Consumer Involvement with the Product, Perception of Economic CSRP, and Perception of Social CSRP to CCI have a positive significant influence. While Consumer Involvement with the Product, Perception of Economic CSRP, and Perception of Environmental CSRP to CR do not have a significant effect. Also, Perception of Environmental CSRP and Perception of Social CSRP to CCI do not have a significant effect. Keywords: Corporate social responsibility; Fast moving consumer goods; Corporate Reputation