The Influence of Corporate Social Responsibility on Company Image at PT Pupuk Iskandar Muda Dewantara District, North Aceh

Abstrak

This study aims to determine the effect of Corporate Social Responsibility (CSR) on the corporate image of PT Pupuk Iskandar Muda in Dewantara District, North Aceh Regency. This research uses quantitative methods with sampling techniques using the Slovin formula from the population of CSR program beneficiaries, so that 100 respondents are obtained as samples. Data were analyzed using simple linear regression with the help of SPSS software version 20.0. The results of the analysis show that the CSR variable has a positive and significant influence on the company's image, with a regression coefficient value of 0.716 and a significance level of 0.000 (p < 0.05). The coefficient of determination (R²) of 0.669 indicates that 66.9% of the company image variable can be explained by the implementation of CSR, while the rest is influenced by other factors outside this study. This finding is in line with CSR theory by Suhandari M. Putri (2009) and corporate image theory by Kotler and Keller (2016), and reinforced by previous research that shows the importance of CSR in shaping positive public perceptions of companies. Thus, it can be concluded that a good and sustainable CSR implementation contributes significantly to strengthening the positive image of PT Pupuk Iskandar Muda in the eyes of the community.