DAMPAK PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP CORPORATE IMAGE

Abstract

This research is aimed at (first) determining the effect of the implementation of CSR programs in education,  health, environment, economy, socio-culture  on  the corporate  image, (second) determining which variable is mostly dominant to affect the corporate image. This research is associative research aiming at determining the correlation between two or variables. The populations of this research are all community members in West Sumbawa, while  samples  were  selected  through  purposive  sampling.  The  data  were  collected  through questionnaires  distributed  to  respondents,  and  then  were  analyzed  using multiple  linear regressions. The analysis using multiple linear regressions of research showed that CSR program in education did not have significant and positive effect on the corporate image. CSR in health did not  have  significant  and  positive  effect  of  the  corporate  image.  CSR  in environment  had significant  and  positive  effect of the corporate image. CSR in economy had significant and positive  effect  of  the  corporate  image.  CSR  in  sociio-culture  did  not  have significant  and negative effect of the corporate image. The CSR in economy is most dominant in affecting the corporate image