…
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primary topic: http://repository.upi.edu/id/eprint/77537

http://repository.upi.edu/id/eprint/77537
type: Thesis
type: Article
title: PENGARUH CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP CITRA PERUSAHAAN PT. GUDANG GARAM.TBK : Survei Pada Mahasiswa Fakultas Pendidikan Ilmu Pengetahuan Sosial Universitas Pendidikan Indonesia Angkatan 2007
abstract: Perusahaan rokok merupakan salah satu jenis industri yang dinilai buruk di masyarakat akibat efek negatif produk yang mereka hasilkan. Hasil penilaian tentang citra perusahaan menempatkan industri rokok sebagai salah satu kategori industri yang memiliki indeks citra yang rendah. PT. Gudang Garam yang sempat menjadi pemimpin pasar industri rokok di indonesia menunjukan grafik penurunan indeks penilaian citra. PT. Gudang Garam Tbk harus mampu menjaga citra mereka sebagai perusahaan yang mempunyai karakteristik, reputasi, etika dan identitas perusahaan yang baik. Salah satu strategi yang dapat dilakukan adalah dengan melaksanakan program Corporate Social Responsibility. Berdasarkan permasalahan tersebut, maka diadakan penelitian mengenai pengaruh Corporate Social Responsibility terhadap citra perusahaan PT. Gudang Garam Tbk. Subjek dalam penelitian ini adalah mahasiswa FPIPS Universitas Pendidikan Indonesia angkatan 2007. Tujuan penelitian ini ini adalah untuk mengetahui persepsi tentang kegiatan Corporate Social Responsibility, dan mendapatkan gambaran mengenai citra perusahaan PT Gudang Garam Tbk. Penelitian ini juga untuk mengetahui pengaruh Corporate Social Responsibility terhadap citra perusahaan. Variabel bebas (X) dalam penelitian ini adalah Corporate Social Responsibility dan variabel terikat (Y) dalam penelitian ini adalah citra perusahaan. Jenis penelitian yang digunakan adalah deskriptif verifikatif, dan metode yang digunakan adalah survei eksplanatori. Teknik penarikan sampel yang digunakan adalah teknik proportional to size dan simple random sampling, dengan jumlah sampel 100 responden. Data yang digunakan adalah data primer dan sekunder. Teknik analisis data yang digunakan adalah teknik regresi sederhana dengan menggunakan koefisien korelasi, koefisien determinasi, dan uji t. Hasil penelitian menunjukkan bahwa gambaran Corporate Social Responsibility dan citra perusahaan dinilai baik oleh responden. Corporate Social Responsibility berpengaruh positif terh…
date: 2008-08-01
status: published
creator: - Ayu Krishna Yuliawati
author list: authors
THS: - Ayu Krishna Yuliawati
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subject: HD28 Management. Industrial Management

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KODEPRODI61201#Manajemen_S1, Universitas Pendidikan Indonesia
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HD28 Management. Industrial Management
type: Concept