Corporate social Responsibility : Linkage Business Performance and Social Performance

Tengku Ezni Balqiah, Elevita Yuliati, Rifelly Dewi Astuti, Nurdin Sobari
2017 South East Asian Journal of Management  
Various types of corporate social responsibility (CSR) are perceived differently by parties associated with those activities because CSR is driven by different motives. This study investigates how CSR activities -CSR activities concerning health and well-being of mothers and children -act as liaisons between business performance (brand attitude and loyalty) and social performance (children's quality of life). A survey was conducted in Indonesia on 450 respondentscustomers of firms in industries
more » ... firms in industries related to natural resources and in regards to children's well-being. The data were considered via factor analysis and multiple regression analysis. The results show business, stakeholder, and moral motives. Brand attitude and loyalty can influence perceptions toward these motive. Further, these motives could increase or decrease social performance. Companies should consider the type of CSR activities to engage in because the activities can be perceived as being driven by different motives and have different impacts on social performance. This result suggests that companies can harmonize business aspects and social aspects of CSR in creating value. Keywords: brand attitude, children's quality of life, CSR motives, customer loyalty. Berbagai jenis corporate social responsibility (CSR) dirasakan berbeda oleh pihakpihak yang terkait dengan kegiatan tersebut karena CSR tersebut didorong oleh motif yang berbeda. Penelitian ini menyelidiki bagaimana aktivitas CSR mengenai kesehatan dan kesejahteraan ibu dan anak -bertindak sebagai penghubung antara kinerja bisnis (brand attitude and loyalty) dan kinerja sosial (kualitas hidup anak-anak). Sebuah survei dilakukan di Indonesia terhadap 450 responden -pelanggan perusahaan di industri yang terkait dengan sumber daya alam dan kesejahteraan anak-anak. Data tersebut dianalisis melalui analisis faktor Abstract Abstrak
doi:10.21002/seam.v11i2.8517 fatcat:5v23hixvq5f6vjtsd3tbpxemgu