THE EFFECT OF SOCIAL RESPONSIBILITY TOWARDS THE CORPORATE IMAGE OF TELKOM KANDATEL OF EAST SURABAYA, INDONESIA

Abstract

This reseach measured Social Responibility as the independent variable and Company’s Image as the dependent variable. The population of this study involved 104 members of environment development conducred by Community Development Center as a part of social responsibilty program of Telkom in East Surabaya. In this research, census technique was used to determine the sample of this study since 104 members were taken as the sample. The data obtained in this research were then analyzed using Structural Equation Modelling. Hypothesis testing, causal relationship and direct relationship (path coefficient) were measured from the standard regression value by comparing the critical ratio or similar probability to the t-value. The significance effect was shown by t-value that was higher than the t-table. Based on the result and the discussion of this study, it can be concluded that there was no significant effect from social responsibility toward company’s image.

Keywords

• Social responsibility
• company’s image
• social impact
• corporate study