Reputasi Perusahaan Sebagai Hasil Dari Kegiatan Corporate Social Responsibility (Studi Kasus pada CSR Industri Rokok)

Abstract

Intention of this research is to know how is influence from activity of corporate social responsibility in building a reputation of company. Industry becoming yardstick in this research is companies which active in cigarette industry. Activity of corporate social responsibility done by cigarette industry divided into some activities, such as cause promotion, cause related marketing, corporate social marketing, corporate philanthropy, community volunteering and socially responsible business practices. Result of research shows that the activities of corporate social responsibility in cigarette industrial has influence equal to 33,4% in building reputation of cigarette companies. Six activities of corporate social responsibility that done by cigarette industry, only two activities which can influence reputation of cigarette companies. Both of activities are cause promotion and socially responsible business practices.