Research Results and Analysis

Oct 13, 2025 by talynt.org 64 views

Corporate Social Responsibility and Corporate Image: A Correlational Study of PT. Toba Pulp Lestari, Tbk

Introduction

In today's business landscape, companies are increasingly recognizing the importance of Corporate Social Responsibility (CSR) in shaping their corporate image. CSR refers to a company's commitment to operating in a socially responsible and sustainable manner, which can have a significant impact on its reputation and image. This study aims to examine the effect of the implementation of the CSR program on the company's image of PT. Toba Pulp Lestari, Tbk in Parmaksian District, Toba Samosir.

Background

PT. Toba Pulp Lestari, Tbk is a leading company in the pulp and paper industry in Indonesia. The company has been operating in Parmaksian District, Toba Samosir, for several years and has been involved in various CSR activities. However, the impact of these CSR activities on the company's image has not been extensively studied. This study aims to fill this gap by examining the relationship between the CSR program and the company's image in the eyes of the local community.

Research Methodology

This study uses a correlational method to analyze the relationship between two variables: CSR implementation and company image. The data analysis includes a single table analysis, cross-table analysis, and hypothesis test with the Spearman rank order correlation coefficient formula. The Guilford scale is used to measure the strength of the correlation between the two variables. The TTEST test is applied to test the significance of the effect of CSR implementation variables on the company's image. The sampling technique in this study is a total sampling, where the entire population is used as a sample.

Research Results and Analysis

The hypothesis test results using SPSS 15.0 showed that the RHO value in the Spearman rank correlation coefficient was greater than zero. This shows the rejection of the null hypothesis (HO) and the acceptance of alternative hypotheses (ha). That is, the implementation of the CSR program is proven to have an influence on the company's image of PT. Toba Pulp Lestari, Tbk in the eyes of the people of Parmaksian District. Although this relationship is relatively low, it is still significant.

Significance of Findings

These findings have several important implications:

The Importance of the CSR Program

This research confirms that the CSR program, which is well designed and run consistently, has a significant influence on the company's image. Companies that want to build positive images and good relations with the community need to focus on the relevant and impact CSR programs.

Building a Positive Relationship

Companies that want to build positive images and good relations with the community need to focus on the relevant and impact CSR programs. This can be achieved by developing CSR programs that are tailored to the needs of the community and are implemented consistently.

Strategic Role of CSR

CSR programs can be an effective strategy to improve the company's image and build public trust. By implementing CSR programs, companies can demonstrate their commitment to social responsibility and sustainability, which can have a positive impact on their reputation and image.

Deeper Analysis

Although this research shows the effect of CSR on the company's image, further analysis needs to be done to understand several aspects, such as:

CSR Program Type

What type of CSR program is most effective in building a positive image in the eyes of the community? This can include programs such as education and training, community development, and environmental conservation.

Other Factors

What other factors can affect the company's image other than the CSR program? This can include factors such as company performance, leadership, and communication.

Challenges and Opportunities

What are the challenges and opportunities in running CSR programs in areas such as Parmaksian District? This can include challenges such as limited resources, lack of community engagement, and opportunities such as building partnerships with local organizations and stakeholders.

Conclusion

This study shows that the implementation of CSR programs can affect the company's image, despite its low relationship but significant. This indicates the need for companies such as PT. Toba Pulp Lestari, Tbk to continue to develop innovative CSR programs and has a positive impact on the community. Thus, the company can build a positive image and good relationship with the community, as well as achieving its business goals in a sustainable manner.

Recommendations

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

PT. Toba Pulp Lestari, Tbk should continue to develop and implement CSR programs that are tailored to the needs of the community.
The company should focus on building a positive relationship with the community through CSR programs that are relevant and impactful.
The company should consider the strategic role of CSR in improving its image and building public trust.
Further research should be conducted to understand the effectiveness of different types of CSR programs and the impact of other factors on the company's image.

Limitations

This study has several limitations, including:

The study was conducted in a single location, Parmaksian District, Toba Samosir, and may not be generalizable to other locations.
The study used a correlational method, which may not establish causality between the CSR program and the company's image.
The study relied on self-reported data from the community, which may be subject to biases and limitations.

Future Research Directions

Future research should aim to:

Examine the effectiveness of different types of CSR programs in building a positive image.
Investigate the impact of other factors, such as company performance and leadership, on the company's image.
Conduct a longitudinal study to examine the long-term impact of CSR programs on the company's image.
Examine the role of CSR in building a positive relationship with the community and achieving business goals in a sustainable manner.
Frequently Asked Questions: Corporate Social Responsibility and Corporate Image

Q: What is Corporate Social Responsibility (CSR)?

A: Corporate Social Responsibility (CSR) refers to a company's commitment to operating in a socially responsible and sustainable manner. This can include activities such as philanthropy, community development, environmental conservation, and social justice.

Q: Why is CSR important for companies?

A: CSR is important for companies because it can have a positive impact on their reputation and image. By demonstrating a commitment to social responsibility, companies can build trust with their stakeholders, including customers, employees, and the community.

Q: What is the relationship between CSR and corporate image?

A: The relationship between CSR and corporate image is complex, but research has shown that CSR can have a positive impact on a company's image. By implementing CSR programs, companies can demonstrate their commitment to social responsibility and sustainability, which can have a positive impact on their reputation and image.

Q: What types of CSR programs are most effective in building a positive image?

A: The most effective CSR programs are those that are tailored to the needs of the community and are implemented consistently. These can include programs such as education and training, community development, and environmental conservation.

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

A: Companies can measure the effectiveness of their CSR programs by tracking metrics such as community engagement, employee participation, and social media engagement. They can also conduct surveys and focus groups to gather feedback from stakeholders.

Q: What are some common challenges in implementing CSR programs?

A: Some common challenges in implementing CSR programs include limited resources, lack of community engagement, and difficulty in measuring the effectiveness of the program.

Q: How can companies overcome these challenges?

A: Companies can overcome these challenges by:

Developing a clear CSR strategy and goals
Engaging with stakeholders to understand their needs and concerns
Building partnerships with local organizations and stakeholders
Measuring the effectiveness of the program and making adjustments as needed

Q: What is the role of leadership in CSR?

A: Leadership plays a critical role in CSR. Leaders must demonstrate a commitment to social responsibility and sustainability, and must provide the resources and support needed to implement CSR programs.

Q: How can companies communicate their CSR efforts to stakeholders?

A: Companies can communicate their CSR efforts to stakeholders through various channels, including social media, press releases, and annual reports. They can also engage with stakeholders through events and activities.

Q: What are some best practices for CSR communication?

A: Some best practices for CSR communication include:

Being transparent and honest about CSR efforts
Providing regular updates and progress reports
Engaging with stakeholders through social media and other channels
Highlighting the impact of CSR efforts on the community and the environment

Q: How can companies ensure that their CSR efforts are sustainable?

A: Companies can ensure that their CSR efforts are sustainable by:

Developing a long-term CSR strategy and goals
Engaging with stakeholders to understand their needs and concerns
Building partnerships with local organizations and stakeholders
Measuring the effectiveness of the program and making adjustments as needed

Q: What are some common mistakes companies make when implementing CSR programs?

A: Some common mistakes companies make when implementing CSR programs include:

Failing to develop a clear CSR strategy and goals
Not engaging with stakeholders to understand their needs and concerns
Not measuring the effectiveness of the program
Not being transparent and honest about CSR efforts

Q: How can companies avoid these mistakes?

A: Companies can avoid these mistakes by:

Developing a clear CSR strategy and goals
Engaging with stakeholders to understand their needs and concerns
Measuring the effectiveness of the program
Being transparent and honest about CSR efforts

Q: What is the future of CSR?

A: The future of CSR is bright, with more companies recognizing the importance of social responsibility and sustainability. As companies continue to face increasing pressure from stakeholders to demonstrate their commitment to social responsibility, CSR will become an even more critical component of business strategy.

Q: How can companies stay ahead of the curve in CSR?

A: Companies can stay ahead of the curve in CSR by:

Staying up-to-date with the latest trends and best practices in CSR
Engaging with stakeholders to understand their needs and concerns
Developing a long-term CSR strategy and goals
Measuring the effectiveness of the program and making adjustments as needed