PERSEPSI CORPORATE SOCIAL RESPONSIBILITIES (CSR) SEBAGAI STRATEGI PEMASARAN

Abstract

Abstrak

Corporate Social Responsibilities (CSR) merupakan “Suatu komitmen yang berkelanjutan dari suatu perusahaan untuk berperilaku etis dan berkontribusi secara positif kepada karyawannya, komunitas dan lingkungan sekitarnya, serta masyarakat luas.” Tujuan penelitian ini, apakah penerapan CSR dalam perusahaan dapat dijadikan sebagai strategi pemasaran berdasarkan persepsi konsumen. Penelitian menggunakan pendekatan penelitian kuantitatif dengan metode eksperimen, teknik pengumpulan data dilakukan dengan angket tertutup menggunakan jawaban skala Likert. Data yang terkumpul dianalisis menggunakan uji hipotesis beda dua rata-rata populasi. Penelitian menunjukan; CSR dibandingkan dengan produk maka tidak terdapat perbedaan yang signifikan antara keduanya. Sedangkan CSR ketika dibandingkan dengan harga dan promosi maka terdapat perbedaan yang signifikan. Statistic uji Z diketahui konsumen lebih tertarik terhadap produk dengan program CSR daripada produk tanpa program CSR. Berdasarkan analisis karakteristik sampel terhadap produk dengan program CSR, diketahui kelompok konsumen wanita, kelompok konsumen usia 35-44 tahun, kelompok konsumen dengan pendidikan minimal SMA dan kelompok konsumen dengan penghasilan perbulan diatas Rp. 10.000.000 merupakan konsumen yang paling tertarik dengan produk dengan program CSR. Dapat disimpulkan CSR dapat dijadikan sebagai strategi pemasaran yang efektif, memberikan nilai tambah bagi produk itu sendiri. Apabila dilaksanakan secara berkesinambungan dan disinergikan bersama strategi pemasaran lainnya dapat memberikan dampak yang lebih signifikan keberlangsungan hidup suatu produk.

Asbtract

Corporate Social Responsibilities (CSRs) in essence are “Sustained commitments by a company to act ethically and contribute positively to its workers, community, and environment, as well as to the general public.” Based on that assumption, it was decided to study whether the implementation of CSRs by a company could be considered as a marketing strategy from the point of view of its customers. This research utilized a quantitative research approach combined with an experimental method, whereas data collection was performed using closed questionnaires with Likert scale-type answers. A hypothesis test was then used to analyze the collected data in order to find out statistical differences between the population means or two population medians. The result showed that when CSRs were compared to product, there was no significant differenece between them. When CSRs were compared to price and promotion, there was a significant difference between them. The Z-test showed that customers were more attracted to products with CSR programs than to products without CSR program even those with lower prices or bundled with promotional offers. Based on sample characteristics analysis on products with CSR programs, it was found that female consumer group, 35-44 year old consumer group, consumer groups with at least senior high school diplomas and consumer group with minimum income of RP.10.000.000,- wereones who were most attracted to products with CSR programs. From the results, it was concluded that CSRs could be an effective marketing strategy because they added values to products. CSRs, when performed continuously and synergized with other marketing strategies, could produce a more significant impact on the success and continuity of a product.