Dampak corporate social responsibility terhadap ekuitas merek pada BPD Kalimantan Barat (Bank Kalbar) dengan citra perusahaan dan kesadaran merek sebagai variabel mediasi

Farabi, Muhammad Ariq (2022) Dampak corporate social responsibility terhadap ekuitas merek pada BPD Kalimantan Barat (Bank Kalbar) dengan citra perusahaan dan kesadaran merek sebagai variabel mediasi. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh langsung CSR terhadap ekuitas merek dan pengaruh tidak langsung CSR terhadap ekuitas merek melalui kesadaran merek dan citra perusahaan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data menggunakan kuesioner yang disebarkan melalui googl form. Populasi pada penelitian ini adalah masyarakat yang merupakan nasabah Bank Kalbar dan jumlah sampel yang dipilih sebanyak 160 responden. Instrumen yang digunakan pada penelitian ini sebanyak 30 indikator. Pengujian kuesioner dilakukan dengan uji validitas dan uji reliabilitas menggunakan program SmartPLS Versi 3.2.9. Temuan pada penelitian ini menjelaskan bahwa CSR berpengaruh positif dan signifikan terhadap kesadaran merek, CSR berpengaruh positif dan signifikan terhadap ekuitas merek, CSR berpengaruh positif dan signifikan terhadap citra perusahaan. Variabel kesadaran merek tidak mampu memediasi pengaruh CSR terhadap ekuitas merek, sedangkan variabel citra perusahaan mampu memediasi pengaruh CSR terhadap ekuitas merek. Dengan adanya penelitian ini diharapkan menjadi bahan pertimbangan bagi pihak bank terutama Bank Kalbar untuk meningkatkan program tanggung jawab sosial yang bermanfaat bagi masyarakat sekitar dan memberikan gambaran tentang program CSR yang dilakukan memberikan dampak pada ekuitas merek pada Bank Kalbar. / This study aims to examine the direct effect of CSR on brand equity and the indirect effect of CSR on brand equity through brand awareness and corporate image. This study uses a quantitative approach with data collection methods using questionnaires distributed via google form. The population in this study are people who are customers of Bank Kalbar and the number of samples selected is 160 respondents. The instruments used in this study were 30 indicators. Testing the questionnaire was carried out by testing the validity and reliability testing using the SmartPLS version 3.2.9 program. The findings in this study explain that CSR has a positive and significant effect on brand awareness, CSR has a positive and significant effect on brand equity, CSR has a positive and significant effect on corporate image. The brand awareness variable is not able to mediate the effect of CSR on brand equity, while the corporate image variable is able to mediate the effect of CSR on brand equity. With this research, it is hoped that it will become material for consideration for banks, especially Bank Kalbar, to improve social responsibility programs that are beneficial to the surrounding community and provide an overview of the CSR programs carried out which have an impact on brand equity at Bank Kalbar.

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