Linda Anggraeni Mukti, 1011510060 (2017) EFFECT OF CSR TO BRAND IMAGE AND BRAND EQUITY PT SEMEN INDONESIA TBK. Undergraduate thesis, Universitas Internasional Semen Indonesia.
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Abstract
Corporate social responsibility is an important issue for most organizations and their managers. Corporate social responsibility is a crucial issue and has strategic implications for companies in all industries in general. One of the most valuable assets of any company is its brand. Brand equity is an asset that can earn a lot of profits and retain company value. The purpose of this study is to determine the effect of social responsibility on corporate image and brand equity of PT Semen Indonesia Tbk. Design / methodology / approach: This research is an applied research that is objective with descriptive-explorative method. The study population consisted of all consumers of Semen Gresik products in Ring I (Gresik) and Ring II (Kebomas). Sample size is estimated 115. Available sampling methods are used. The results show that corporate social responsibility has a significant positive impact on the company's image. In addition, corporate image positively affects brand equity. In this study, the context of the questionnaire on consumers of Semen Gresik products. This can be contributed in completing the questionnaire. Originality / value: Corporate social responsibility efforts are more strategically related to brand differentiation. This relationship is very important especially in the face of competitive market and corporate image to society.
| Item Type: | Thesis (Undergraduate) | ||||||
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| Additional Information: | 043/KK.17/UISI-01/MG | ||||||
| Uncontrolled Keywords: | corporate social responsibility, brand image, brand equity. | ||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||
| Divisions: | Department of Management | ||||||
| Depositing User: | Aliffia Cahyani | ||||||
| Date Deposited: | 15 Jul 2020 09:56 | ||||||
| Last Modified: | 15 Jul 2020 09:56 | ||||||
| URI: | https://repository.uisi.ac.id/id/eprint/299 |
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