THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY (CSR) FOR MICRO, SMALL, AND MEDIUM ENTERPRISES AT KAMPOENG BNI SUBANG TOWARD CORPORATE IMAGE OF PT BNI TBK

Donni Junipriansa, Fenny Damayanti

Abstract


Micro, Small, and Medium Enterprises in Indonesia have a strategic role in development. It is stated in National Long Term Development Plan (RPJPN) 2005-2025 which states that to empower nation’s competitive advantage, one of the long term development policy is to strengthen a local based competitiveness economic toward competitive advantage. Banking industry is one of pillar economic that supported by Government. Banking industry should improve their corporate image to raise corporate’s credibility, gives comfort to customers and society as well as environment whereas the company operates. One of the tools for companies to increase their corporate image is through corporate social responsibility. Method used in this survey is descriptive and explanatory survey of a population of 96 Micro,Small, and Medium Enterprises at Kampoeng BNI, Subang. Data Analysis used linear regresion. The result of the research revealed that corporate social responsibility has a positive and significant effect to corporate image. In order to improve corporate image, BNI can expand the program of Kampoeng BNI with a lighter scheme. Thus, provide benefits for Micro, Small, and Medium Enterprises and able to impact BNI corporate image.

Keywords


corporate social responsibility and corporate image

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References


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