PENGARUH EFEKTIVITAS CORPORATE SOCIAL RESPONSIBILITY (CSR) PADA ASPEK ENVIRONMENAL SUSTAINABILITY TERHADAP REPUTASI PERUSAHAAN GRAND HYATT BALI (PT WYNCOR BALI)

Melinda Kurnia Sandy, Mila Chrismawati Paseleng, Richard G. Mayopu

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ABSTRAK

Salah satu keuntungan dari pelaksanaan Corporate Social Responsibility, reputasi perusahaan akan semakin baik sehingga loyalitas konsumen makin tinggi. Tujuan penelitian adalah untuk menguji pengaruh Corporate Social Responsibility (CSR) pada aspek environmental sustainability terhadap reputasi perusahaan Grand Hyatt Bali. Desain penelitian yang digunakan berdasarkan tujuan adalah penelitian eksplanatori dengan pendekatan kuantitatif. Dalam penelitian ini yang menjadi populasi adalah masyarakat yang ada di Desa Bualu, Kabupaten Badung. Jumlah penduduk Desa Bualu berdasarkan adalah 9521. Berdasarkan pendekatan dari sampel Krejcie dan Morgan diperoleh sampel sebanyak 274 responden. Hasil penelitian menganalisis tentang hubungan 3P (Planet, People dan Profit) terhadap reputasi perusahaan. Aspek planet dan people dari implementasi CSR di pantai Benoa memiliki pengaruh signifkan terhadap reputasi perusahaan Grand Hyatt Bali. Aspek profit pada environmental sustainability CSR pelaksanaan beach cleaning oleh Grand Hyatt Bali tidak memiliki hubungan signifikan terhadap reputasi perusahaan. Hal tersebut dikarenakan kegiatan yang dilaksanakan oleh perusahaan tidak secara langsung memberikan dampak keuntungan, namun murni karena tanggung jawab sosial.

Kata Kunci: Corporate Social Responsibility (CSR), Environmental Sustainability, Reputasi Perusahaan.

 

ABSTRACT

One of the advantages of implementing Corporate Social Responsibility, the company's reputation will be better so that customer loyalty is higher. The study aims to examine the effect of Corporate Social Responsibility (CSR) on environmental sustainability aspects of the Grand Hyatt Bali company's reputation. The research design that is used based on the objectives is explanatory research with a quantitative approach. In this research, the population is the people in Bualu Village, Badung Regency. The population-based on Bualu Village is 9521. Based on the approach of the Krejcie and Morgan sample, 274 respondents were obtained. The results of the study analyzed the relationship of 3P (Planet, People, and Profit) to the company's reputation. The planetary and people aspects of implementing CSR on the Benoa beach have a significant influence on the Grand Hyatt Bali company's reputation. The profit aspect of CSR environmental sustainability in implementing beach cleaning by Grand Hyatt Bali has no significant relationship to the company's reputation. That is because the activities carried out by the company do not directly provide a profit impact, but purely due to social responsibility.

Keywords: Corporate Social Responsibility (CSR), Environmental Sustainability, Company Reputation

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Referensi


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DOI: http://dx.doi.org/10.33603/signal.v8i1.2533

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