Integrate CSR into business strategy

Oct 13, 2025 by talynt.org 5 views

Effect of Social Responsibility (CSR) on the Company's Image and Its Impact on Consumer Purchase Interest of PT. XL Axiata Tbk Medan

Introduction

In the modern business era, companies are no longer solely focused on achieving profits. The importance of social responsibility (CSR) has become increasingly recognized, playing a significant role in creating a positive image in the public's eyes. CSR implementation by a company such as PT. XL Axiata Tbk not only strengthens brand image but also has the potential to increase consumer buying interest. A brand is not just a name or symbol, but a promise carried out by the company to provide added value through quality products and services to customers. In the context of modern marketing, the company's ability to distinguish itself through brand image is very important to attract and maintain consumers.

The Importance of CSR in Modern Business

In today's competitive market, companies are constantly seeking ways to differentiate themselves from their competitors. One way to achieve this is through the implementation of CSR practices. CSR is not just a moral obligation, but a strategic business decision that can have a significant impact on a company's image and reputation. By incorporating CSR into their business strategy, companies can create a positive image in the eyes of consumers, which can lead to increased consumer loyalty and buying interest.

The Impact of CSR on Company Image

The company's image is a crucial aspect of its brand identity. A positive image can lead to increased consumer trust and loyalty, while a negative image can have the opposite effect. CSR implementation by a company such as PT. XL Axiata Tbk can have a significant impact on its image. By engaging in CSR practices, companies can demonstrate their commitment to social and environmental responsibility, which can lead to a more positive image in the eyes of consumers.

The Impact of CSR on Consumer Buying Interest

In addition to its impact on company image, CSR can also have a significant impact on consumer buying interest. Consumers are increasingly looking for companies that share their values and are committed to social and environmental responsibility. By incorporating CSR into their business strategy, companies can create a positive image in the eyes of consumers, which can lead to increased consumer buying interest.

Methodology

This study aims to investigate the effect of CSR on the company's image and its impact on consumer buying interest. The research population consists of people who know CSR and are users of PT. XL Axiata Tbk in Medan. Data was collected by a questionnaire method involving 100 respondents, where this study used the Explanatory Research approach. The sampling technique used is non-probability sampling with a purposive sampling approach. The data obtained consists of primary and secondary data, which are then analyzed using the path analysis method.

Results

The analysis shows that the indicators in this study are valid and the variables used are reliable. The results of the path analysis revealed several key findings: First, the CSR variable has a significant influence on the company's image. That is, the better the implementation of CSR by PT. XL Axiata Tbk, the more positive the company's image in the eyes of consumers. Second, CSR also has a significant effect on consumer buying interest, which means that good CSR actions can encourage consumers to buy company products. Third, the company's positive image contributes to consumer purchasing interest, indicating that consumers tend to prefer products from companies that have a good reputation.

Conclusion

Recommendations

Based on the findings of this study, the following recommendations are made:

Integrate CSR into business strategy: Companies should integrate CSR aspects into their business strategy to achieve long-term success.
Implement effective CSR programs: Companies should implement effective CSR programs that demonstrate their commitment to social and environmental responsibility.
Communicate CSR efforts: Companies should actively communicate their CSR efforts to the public so that consumers know the positive impact of these social actions.
Monitor and evaluate CSR performance: Companies should monitor and evaluate their CSR performance to ensure that they are meeting their social and environmental responsibilities.

Limitations

This study has several limitations that should be noted. First, the study only focuses on the impact of CSR on company image and consumer buying interest, and does not explore other potential impacts of CSR. Second, the study only uses a questionnaire method to collect data, which may not be representative of the entire population. Third, the study only uses a non-probability sampling approach, which may not be representative of the entire population.

Future Research Directions

Future research should explore the following directions:

Explore other potential impacts of CSR: Future research should explore other potential impacts of CSR, such as its impact on employee engagement and retention.
Use other data collection methods: Future research should use other data collection methods, such as surveys and interviews, to collect data.
Use probability sampling approach: Future research should use a probability sampling approach to ensure that the sample is representative of the entire population.

Conclusion

In conclusion, this study confirms that corporate social responsibility is a factor that cannot be ignored. In a competitive business world, good CSR management can be one of the key strategies to build a solid company image and increase consumer loyalty and buying interest. Thus, PT. XL Axiata Tbk and other companies need to integrate CSR aspects into their business strategy to achieve long-term success.
Frequently Asked Questions (FAQs) about the Effect of Social Responsibility (CSR) on the Company's Image and Its Impact on Consumer Purchase Interest of PT. XL Axiata Tbk Medan

Q: What is Social Responsibility (CSR)?

A: Social Responsibility (CSR) refers to a company's commitment to social and environmental responsibility, which goes beyond its economic responsibilities. CSR involves a company's efforts to improve the lives of its stakeholders, including employees, customers, and the community, while also contributing to the well-being of the environment.

Q: Why is CSR important for companies?

A: CSR is important for companies because it can help to build a positive image and reputation, increase consumer loyalty and buying interest, and improve employee engagement and retention. Additionally, CSR can help companies to mitigate risks and improve their long-term sustainability.

Q: How does CSR impact a company's image?

A: CSR can have a significant impact on a company's image by demonstrating its commitment to social and environmental responsibility. A positive image can lead to increased consumer trust and loyalty, while a negative image can have the opposite effect.

Q: How does CSR impact consumer buying interest?

A: CSR can have a significant impact on consumer buying interest by demonstrating a company's commitment to social and environmental responsibility. Consumers are increasingly looking for companies that share their values and are committed to social and environmental responsibility.

Q: What are some examples of effective CSR practices?

A: Some examples of effective CSR practices include:

Implementing sustainable supply chain management practices
Reducing energy consumption and greenhouse gas emissions
Implementing diversity and inclusion initiatives
Supporting community development projects
Engaging in philanthropic activities

Q: How can companies measure the effectiveness of their CSR efforts?

A: Companies can measure the effectiveness of their CSR efforts by tracking key performance indicators (KPIs) such as:

Employee engagement and retention rates
Customer satisfaction and loyalty rates
Community impact and engagement rates
Environmental impact and sustainability metrics

Q: What are some common challenges that companies face when implementing CSR?

A: Some common challenges that companies face when implementing CSR include:

Lack of resources and budget
Limited understanding of CSR and its benefits
Difficulty in measuring and tracking CSR performance
Resistance from employees and stakeholders
Difficulty in balancing CSR with business goals and objectives

Q: How can companies overcome these challenges?

A: Companies can overcome these challenges by:

Allocating sufficient resources and budget for CSR initiatives
Providing training and education on CSR and its benefits
Developing clear and measurable CSR goals and objectives
Engaging employees and stakeholders in CSR efforts
Regularly monitoring and evaluating CSR performance

Q: What is the role of leadership in CSR?

A: Leadership plays a critical role in CSR by setting the tone and direction for CSR efforts. Leaders should:

Demonstrate a commitment to CSR and its benefits
Provide resources and support for CSR initiatives
Engage employees and stakeholders in CSR efforts
Regularly monitor and evaluate CSR performance
Communicate CSR efforts and progress to stakeholders

Q: What is the future of CSR?

A: The future of CSR is bright, with increasing demand from consumers, employees, and stakeholders for companies to demonstrate social and environmental responsibility. Companies that prioritize CSR will be better positioned to succeed in the long term.