KnE Social Sciences

ISSN: 2518-668X

The latest conference proceedings on humanities, arts and social sciences.

The Influence of Corporate Social Responsibility in the 2022 Desa Brilian Program on Bank Rakyat Indonesia's Brand Awareness [Case Study: Burai Village, Tanjung Batu District, Ogan Ilir Regency]

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

Authors:

M. Thoriq Elfaridzi

‎ Nofiawaty - nofiawaty@unsri.ac.id

Welly Nailis

Abstract:

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

References:

[1] https://www.kompas.com/tren/read/2023/04/11/074500965/jumlah-provinsi-diindonesia- ada-38-ini-daftar-dan-ibu-kotanya. accessed in 2023:April 11.

[2] Keller PK. Manajemen Pemasaran. In P. Kotler, Manajemen Pemasaran. Gelora Aksara Pratama. 2009.

[3] Sugiyono. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Afabeta; 2019.

[4] Ghozali I. Aplikasi Analisis Multivariate dengan Program IBM SPSS 21. Semarang: Badan Penerbit UNDIP; 2020.

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