Downloads: 129 | Views: 329 | Weekly Hits: ⮙1 | Monthly Hits: ⮙1

Research Paper | Business Management | Indonesia | Volume 8 Issue 6, June 2019 | Popularity: 7.1 / 10

Rate This Article!      

The Influence of IndonesiaNEXT Program's Corporate Social Responsibility to Telkomsel's Corporate Image

Jimmy Hendrik Ginting, Maya Ariyanti

Abstract: More than 8, 000 companies from 150 countries have implemented Corporate Social Responsibility (CSR) in supporting and demonstrating the concept of their obligations to society (Wang et al. , 2016). The implementation of CSR in Indonesia has been regulated in Law No.40 of 2007 concerning Limited Liability Company Article 74 which discusses social responsibility that must be borne by limited companies (Republic of Indonesia, 2018). The CSR program carried out by Telkomsel is IndonesiaNEXT as a supporter of digital quality improvement and support for young talents at universities in Indonesia with aspects of education. This study aims to determine the effect of Indonesian NEXT CSR that is being carried out on Telkomsel's Corporate Image (CI). CSR consists of Economy, Legal, Ethics and Directionary aspects. CI consists of Personality, Reputation, Value and Identity. This study is a descriptive and causal research to obtain an image based on customer perceptions and causal relationships based on hypotheses. This study uses a questionnaire survey to participants of IndonesiaNEXT 2017 in Medan, Jakarta, Bandung, Yogyakarta, Surabaya and Makassar. Data analysis techniques were carried out using Linear Regression with Statistical Package for the Social Sciences (SPSS) software. Legal has a partial effect on CSR, while Economy, Ethics and Directionary have no partial effect on CSR. Value has a partial effect on CI, while Personality, Reputation and Identity have no partial effect on CI. CSR has a partial effect on CI. Economy, Legal, Ethics and Directionary simultaneously influence CSR. Personality, Reputation, Value and Identity have an effect simultaneously on CI. CSR has a simultaneous effect on CI. This study is a descriptive and causal research to obtain an image based on customer perceptions and causal relationships based on hypotheses. This study uses a questionnaire survey to participants of IndonesiaNEXT 2017 in Medan, Jakarta, Bandung, Yogyakarta, Surabaya and Makassar. Data analysis techniques were carried out using Statistical Package for the Social Sciences (SPSS) and smartPLS softwares. Variables in a row from low to high for CSR are Discretionary, Law, Ethics and Economics and for CIs are Personality, Reputation, Identity and Value. Economic, Legal, Ethical and Discretionary of IndonesiaNEXT effects Personality, Reputation, Value and Identity of Telkomsel. Keywords: Corporate Social Responsibility, Corporate Image, Regression. 1. Introduction The growth of companies that operate both nationally and globally, is required to implement and support short-term programs and projects for the community in a sustainable manner. More than 8, 000 companies from 150 countries have implemented CSR as part of the United Nations Global Compact in supporting and demonstrating their concepts and obligations to society (Wang et al. , 2016). The trend of CSR that for two decades shows the integration into the cultural structure of the company and how CSR is carried out strategically and effectively which is clearly planned and can be proven its impact on the company and society (Ernst and Young, 2012). CSR is one of the government's efforts to balance economic growth and economic equality IndonesiaNEXT is a program carried out to support the improvement of digital quality and focus on young talents at universities in Indonesia with aspects of education and become one of the works of CSR programs owned by Telkomsel. IndonesiaNEXT is conducted in 6 major cities, namely Medan, Jakarta, Bandung, Yogyakarta, Surabaya and Makassar. The objectives of the IndonesiaNEXT for Telkomsel CSR program are (Telkomsel, 2018): 1. Building a sustainable CSR program platform on the education aspect effectively both for beneficiaries, namely students and campuses and companie. 2. Creating a CSR program on aspects of education that are in line with the government's concern for increasing the capacity of the young generation facing the era of globalization. 3. Demonstrate a sustainable corporate commitment to improve the competence of the younger generation in Indonesia. 4. Educating the Indonesian youth community about the latest international technological developments. IndonesiaNEXT is a masterpiece activity and a pilot project for Telkomsel CSR. Telkomsel also continues to build image value for its company as a perception or viewpoint of the community towards Telkomsel's brand. Telkomsel requires a precise and clear strategy formulation to have social added value and enhance corporate image among Indonesian people.

Keywords: Corporate Social Responsibility, Corporate Image, Regression

Edition: Volume 8 Issue 6, June 2019

Pages: 1110 - 1115

Make Sure to Disable the Pop-Up Blocker of Web Browser

Click to Cite this Article