Increasing the intensity of the CSR program

Oct 13, 2025 by wbrum.org 77 views

The Effect of CSR Program Implementation on PT. Wilmar Nabati Indonesia in Pelintung Village, Dumai

Corporate Social Responsibility (CSR) and Its Impact on Corporate Image

In today's business world, Corporate Social Responsibility (CSR) has become a crucial aspect of a company's operations. CSR refers to a company's efforts to improve the social, environmental, and economic well-being of the communities it operates in. One of the key benefits of CSR is its impact on a company's image. A positive image can lead to increased customer loyalty, improved brand reputation, and ultimately, increased revenue. This study aims to examine the effect of the CSR program carried out by PT. Wilmar Nabati Indonesia on the company's image in the eyes of the Pelintung Village community, Dumai.

Background of the Study

PT. Wilmar Nabati Indonesia is a leading palm oil producer in Indonesia. The company has been operating in Dumai for several years and has been involved in various CSR programs aimed at improving the lives of the local community. However, the impact of these programs 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.

Research Methods

This study uses a correlational method to examine the relationship between the CSR program and the company's image. The research population is the entire population of Pelintung Village, which is 2,164 people. The research sample was taken as many as 96 people using the Yamane Taro Formula and purposive sampling technique and accidental sampling. Data was collected through questionnaires and literature studies, then analyzed using a single table analysis, cross-table analysis, and hypothesis test using the Spearmen's RHO Rank-Order Correlation formula in SPSS software version 26.

Research Results

The results of this study show that there is a significant relationship between the implementation of the CSR program and the company image of PT. Wilmar Nabati Indonesia in Pelintung Village, Dumai. The correlation coefficient value obtained is 0.507, which indicates a significant relationship. The correlation determinant test shows that the CSR program has an influence of 26% on the company's image. That is, 26% of the positive image of PT. Wilmar Nabati Indonesia in the Pelintung Kelurahan community was influenced by the CSR program that was run.

Analysis and Discussion

The results of this study indicate that the CSR program can be an effective tool to build a positive image of the company in the eyes of the community. The CSR program run by PT. Wilmar Nabati Indonesia, such as social activities and community empowerment, succeeded in increasing the positive perception of the community towards the company. However, it is essential to note that the influence of the CSR program on the company's image is not single. Other factors, such as company performance, product quality, and company behavior can also affect the company's image.

Recommendations

Based on the results of this study, here are some recommendations that can be applied:

Increasing the intensity of the CSR program: PT. Wilmar Nabati Indonesia can increase the intensity of CSR programs by expanding the scope and types of programs offered.
Increasing community involvement: It is essential to involve the community in the planning and implementation of the CSR program so that the program is more relevant and beneficial to the community.
Improve communication: PT. Wilmar Nabati Indonesia can improve communication with the public about CSR programs that are run to improve awareness and transparency.

Conclusion

This study proves that the implementation of the CSR program has a significant influence on the company's image of PT. Wilmar Nabati Indonesia in Pelintung Village, Dumai. By increasing the intensity, community involvement, and communication of the CSR program, PT. Wilmar Nabati Indonesia can continue to build a positive image in the eyes of the community and strengthen relations with stakeholders.

Implications of the Study

The findings of this study have several implications for PT. Wilmar Nabati Indonesia and other companies operating in the palm oil industry. Firstly, the study highlights the importance of CSR in building a positive image of the company. Secondly, the study shows that the influence of CSR on the company's image is not single, and other factors such as company performance, product quality, and company behavior can also affect the company's image. Finally, the study recommends that companies increase the intensity, community involvement, and communication of their CSR programs to improve their image and strengthen relations with stakeholders.

Limitations of the Study

This study has several limitations. Firstly, the study only examined the relationship between the CSR program and the company's image in Pelintung Village, Dumai. Secondly, the study only used a correlational method, which may not be able to establish causality between the CSR program and the company's image. Finally, the study only examined the impact of CSR on the company's image and did not examine other potential outcomes of CSR such as increased revenue or improved brand reputation.

Future Research Directions

This study provides several directions for future research. Firstly, future studies can examine the impact of CSR on other outcomes such as increased revenue or improved brand reputation. Secondly, future studies can examine the impact of CSR on different stakeholders such as customers, employees, and suppliers. Finally, future studies can examine the impact of CSR on different industries such as the palm oil industry.

References

[List of references cited in the study]

Appendix

[Appendix containing additional information such as questionnaires, literature studies, and data analysis]
Frequently Asked Questions (FAQs) about the Effect of CSR Program Implementation on PT. Wilmar Nabati Indonesia in Pelintung Village, Dumai

Q: What is Corporate Social Responsibility (CSR)?

A: Corporate Social Responsibility (CSR) refers to a company's efforts to improve the social, environmental, and economic well-being of the communities it operates in.

Q: What is the purpose of this study?

A: The purpose of this study is to examine the effect of the CSR program carried out by PT. Wilmar Nabati Indonesia on the company's image in the eyes of the Pelintung Village community, Dumai.

Q: What research method was used in this study?

A: This study used a correlational method to examine the relationship between the CSR program and the company's image.

Q: What was the sample size of this study?

A: The research sample was taken as many as 96 people using the Yamane Taro Formula and purposive sampling technique and accidental sampling.

Q: What was the correlation coefficient value obtained in this study?

A: The correlation coefficient value obtained was 0.507, which indicates a significant relationship between the implementation of the CSR program and the company image of PT. Wilmar Nabati Indonesia in Pelintung Village, Dumai.

Q: What is the influence of the CSR program on the company's image?

A: The correlation determinant test shows that the CSR program has an influence of 26% on the company's image.

Q: What are the recommendations of this study?

A: The recommendations of this study are to increase the intensity of the CSR program, increase community involvement, and improve communication with the public about CSR programs.

Q: What are the implications of this study?

A: The findings of this study have several implications for PT. Wilmar Nabati Indonesia and other companies operating in the palm oil industry. Firstly, the study highlights the importance of CSR in building a positive image of the company. Secondly, the study shows that the influence of CSR on the company's image is not single, and other factors such as company performance, product quality, and company behavior can also affect the company's image.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the study only examined the relationship between the CSR program and the company's image in Pelintung Village, Dumai. Secondly, the study only used a correlational method, which may not be able to establish causality between the CSR program and the company's image.

Q: What are the future research directions of this study?

A: This study provides several directions for future research. Firstly, future studies can examine the impact of CSR on other outcomes such as increased revenue or improved brand reputation. Secondly, future studies can examine the impact of CSR on different stakeholders such as customers, employees, and suppliers. Finally, future studies can examine the impact of CSR on different industries such as the palm oil industry.

Q: What are the benefits of CSR for companies?

A: The benefits of CSR for companies include improved brand reputation, increased customer loyalty, and improved relationships with stakeholders.

Q: What are the challenges of implementing CSR programs?

A: The challenges of implementing CSR programs include limited resources, lack of expertise, and difficulty in measuring the impact of CSR programs.

Q: How can companies measure the impact of CSR programs?

A: Companies can measure the impact of CSR programs by using metrics such as employee engagement, customer satisfaction, and community feedback.

Q: What is the role of leadership in implementing CSR programs?

A: Leadership plays a crucial role in implementing CSR programs by setting the tone and direction for CSR initiatives, allocating resources, and ensuring that CSR programs are aligned with the company's overall strategy.