Pengaruh Corporate Social Responsibility Terhadap Corporate Reputation pada Sektor Perbankan
DOI:
https://doi.org/10.31004/joecy.v6i1.7863Keywords:
Corporate Social Responsibility, Corporate trust, Corporate image, Customer satisfaction, Credibility, Corporate reputation.Abstract
Kesadaran konsumen terhadap Corporate Social Responsibility (CSR) semakin diakui sebagai faktor krusial dalam membentuk persepsi positif yang berdampak pada reputasi dan keberlanjutan perusahaan di tengah meningkatnya ekspektasi sosial dan persaingan pasar yang semakin kompetitif. Secara khusus, penelitian ini bertujuan untuk mengkaji pengaruh CSR terhadap empat aspek persepsi konsumen, yaitu Corporate trust, customer satisfaction , customer satisfaction, dan Credibility, serta mengevaluasi kontribusi masing-masing variabel terhadap pembentukan corporate reputation. Studi ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner terhadap 128 responden, yang merupakan nasabah bank konvensional di wilayah JABODETABEK dan memiliki pengetahuan serta pengalaman langsung terhadap program CSR. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa CSR berpengaruh positif terhadap Corporate trust, customer satisfaction , customer satisfaction, dan Credibility. Selanjutnya, keempat variabel tersebut juga terbukti memberikan pengaruh positif terhadap corporate reputation. Hasil ini menunjukkan bahwa perusahaan perlu merancang dan mengelola program CSR secara strategis untuk memperkuat reputasi secara berkelanjutan.
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