PERSEPSI MASYARAKAT TERHADAP PELAKSANAAN TANGGUNG JAWAB SOSIAL PERUSAHAAN (STUDI PROGRAM INDONESIA DIGITAL COMMUNITY KOTA BANDAR LAMPUNG)

Abstract

The purpose of this research is to find out people's perceptions of the implementation of corporate social responsibility in the Indonesia digital community program in the city of Bandar Lampung, as a preliminary research, people's perceptions of the implementation of corporate social responsibility are focused on the target SMEs of the CSR / PKBL program located at Witel Indonesia digital. community (INDIGO) in Bandar Lampung City. Corporate Social Responsibility (CSR) carried out by a company can be classified into several dimensions, namely: environment, community involvement, products, and employees. Each of these dimensions has several company measurement indicators to assess whether the social activities that have been announced have been carried out well. Therefore, companies must have a strategy to apply the dimensions to achieve these social activities. With a quantitative approach and data collection is carried out with the help of a questionnaire. Sampling in this study was carried out purposively, namely the sample was selected specifically for the SME target of the CSR / PKBL program located at the Witel Indonesia digital community (INDIGO) in the city of Bandar Lampung. The results of this study found that corporate image is a full intervening variable because it is proven that there is a significant effect of corporate social responsibility on company reputation through corporate image but there is no significant effect of direct corporate responsibility on company reputation.