Kumpulan Jurnal Nasional & Internasional
|PENGARUH KEGIATAN CORPORATE SOCIAL RESPONSIBILITY PADA PERGURUAN TINGGI DAN DAMPAKNYA TERHADAP CITRA PERGURUAN TINGGI DAN LOYALITAS MAHASISWA|
ABSTRAK: Corporate Social Responsibility (CSR) become hot issue. This concept is created to
overcome negative impacts which is caused by corporationís operation. The theory that is used
by CSRís implementation is the theory of legitimacy. This theory explains that disclosure of
corporate social responsibility is done to get positive value and legitimacy from public. If a
corporation enforces CSR activity, public will recognize the existence of the corporation.
Finally, it will create positive image and increase consumerís loyalty. It can be proved with
previous studies that examined the relationship between CSR activity that have researched is an
activity that implement to go public corporation and nor larger corporations in the world. As if
CSR activity is only implemented to large corporations. How the CSR activity is undertaken in
university? Is CSR activity may affect to the universityís image and studentís loyalty.
This research purpose to examine the effect of CSR activity towards universityís image
and studentís loyalty. This research also gives some contributions. First, a contribution towards
legitimacy theory about the increasing of universityís image and studentís loyalty by this
activity, means that presence of university may get recognition from public. Second, give a
contribution towards university to improve CSR activity.
This research uses primary data which collect through questionnaire with 100
respondents. The result of linear regression analisis show real result of CSR university towards
universityís image with R2 = 0,287 and the real effect of CSR activity towards studentís loyalty
with R2 = 0,179. It proved from statistical tests that show the significance of 0.000. Of the 100
students who became the object of observation explains that CSR activity (X) affects universityís
image (Y1) and studentís loyalty (Y2). For further research, it could enlarge the samples and add
lecturer and staffís loyalty variables.
Keywords : Corporate Social Responsibility, Universityís Image, Studentís Loyalty
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