Analisis pengaruh penerapan program corporate social responsibility “gunung salak lestari” terhadap citra perusahaan aqua golden mississippi (Studi Kasus Di Kecamatan Cidahu, Kabupaten Sukabumi)

Abstract

The research aims to (1) study the response of the beneficiaries of Corporate Social Responsibility (CSR) "Gunung Salak Lestari” program against CSR "Gunung Salak Lestari" program, (2) know the public perception of the recipients of CSR "Gunung Salak Lestari" program against Aqua Company, and (3) analyze the relationship and the influence between CSR “Gunung Salak Lestari” program and Aqua Company’s image. The data in this study consists of primary and secondary sources. Respondents in this research were the beneficiaries of CSR "Gunung Salak Lestari" program. The sample selection was done by using a purposive sampling and simple random sampling. The analytical tool used is descriptive analysis, Spearman Rank correlation analysis and Structural Equation Modelling (SEM) with Microsoft Office Excel 2007, SPSS for Windows version 16.0 and LISREL 8.30. The research result shows that most respondents resides in the village of Cidahu, as sharecroppers, mostly male, are in the range of age between 41-50 years, and have an income of less than Rp 500,000 a month. Based on the analysis of brand awareness, it is concluded that mineral water of Aqua brand was very well received and took the position of top of mind. Based on the results of Spearman rank correlation test, it is concluded that there is a positive and significant relationship between CSR "Gunung Salak Lestari" program with the Aqua Company's image. Analysis using SEM suggest that CSR "Gunung Salak Lestari" program influence the corporate’s image positively and significantly.