Published date: May 03 2024

Journal Title: KnE Social Sciences

Issue title: 8th Sriwijaya Economics, Accounting, and Business Conference (8th SEABC 2023)

Pages: 598–608

DOI: 10.18502/kss.v9i14.16131

M. Thoriq ElfaridziSriwijaya University

‎ Nofiawatynofiawaty@unsri.ac.idSriwijaya University

Welly NailisSriwijaya University

This study aimed to find out about the influence of corporate social responsibility (CSR) which consists of the variables of Human Resources (people), Profit (prosperity), and Environment (planet) on the company’s brand awareness in this study using the Desa Brilian 2022 Program in Burai Village, Tanjung Batu Subdistrict formed by PT. Bank Rakyat Indonesia. The data used was primary data obtained from the distribution of questionnaires to 100 respondents using random sampling techniques and analyzed using the F-test, T-test, and multiple linear regression analysis. The results of this study showed that there is a significant influence of the variables people, prosperity¸ and planet towards Bank Rakyat Indonesia’s brand awareness either simultaneously or partially and the dominant variable influencing brand awareness in this study is the Environment factor (planet).

Keywords: CSR, brand awareness, bank rakyat indonesia

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