Analisis Tanggung Jawab Sosial Terhadap Reputasi Perusahaan : Studi di Industri Perkebunan Kelapa Sawit
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh tanggung jawab sosial (TJS) terhadap reputasi perusahaan. Penelitian ini merupakan penelitian kuantitatif yang menggunakan teknik pengambilan sampel dengan metode nonprobability sampling. Responden penelitian ini adalah karyawan di salah satu perusahaan grup industri kelapa sawit di Indonesia (PT Austindo Nusantara Jaya = ANJ) sebanyak 88 orang pada tingkat manajerial. Analisa data yang digunakan adalah analisa jalur untuk mengeksplorasi hubungan antara variabel penelitian menggunakan Structural Equation Modeling (SEM) software Partial Least Square (Smart PLS) versi 3.0. Hasil penelitian menemukan bahwa TJS terbukti berpengaruh positif dan signifikan terhadap kualitas, TJS terbukti berpengaruh positif dan signifikan terhadap inovasi, kualitas terbukti berpengaruh positif dan signifikan terhadap penghargaan yang diterima perusahaan, inovasi terbukti berpengaruh positif dan signifikan terhadap penghargaan yang diterima perusahaan, penghargaan yang diterima perusahaan terbukti berpengaruh positif dan signifikan terhadap reputasi perusahaan. Implikasi penelitian ini dapat menjadi bahan pertimbangan manajemen ANJ dan organisasi pada umumnya dalam mendesain program dan pelaksanaan tanggung jawab sosial agar reputasi perusahaan dan organisasi meningkat.
Keywords: Tanggung Jawab Sosial, Reputasi, Kualitas, Inovasi, Penghargaan
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