The Relationship of Corporate Social Responsibility and Corporate Image with Risk Society as a Moderating Variable on Service Provider Company

10 Pages Posted: 19 Feb 2016

See all articles by Yvonne Sudibyo

Yvonne Sudibyo

Trisakti University - Department of Accounting

Nusrah Atikah

Trisakti University - Department of Accounting

Date Written: January 30, 2016

Abstract

Research about Risk Society was still new issue and only few researcher consider this risk in their idea of research. Also, only few researchers consider Trust information in their research. Besides, the object of the research is unique, that is service providers. All of this were the significance motivation for doing research with this topic and object. The purpose of this research was to determine that corporate social responsibility have an influence on corporate image with risk society as a moderating variable. The independent variables in this model are corporate social responsibility. The dependent variable is corporate image, measured by corporate organizational image and corporate product image. The moderating variable is risk society. This research was the replication of the research of Chiu and Hsu (2010), but the industry is different which was used Telecommunication industry.

Data for this research were obtained by distributing questionnaires to students of some Universities. We distributed 200 Questionnaires to respondents who use a telecommunications service or service providers. The sampling technique used was purposive convenience sampling method. The number of questionnaires collected were 176, but there were 4 questionnaires deleted because of not fully answered. This research uses multiple regression analysis. An analytical tool that used to analyze the hypothesis is SPSS 21.

The finding of this research were those Corporate Social Responsibility has positive influence and significant effect on the Corporate image. Second, Corporate Social Responsibility has positive influence and significant effect on the Company's Product Image. Third, that Risk perception did not support the relationship between Corporate Social Responsibility with company Image. Fourth, Risk perception did not support the relationship between Corporate Social Responsibility with company Product Image. Fifth, Trust information does not support the relationship between Corporate Social Responsibility to Company Image. Sixth, Trust information does not support the relationship between Corporate Social Responsibility and Company product image .All the hypotheses supported the research of Chiu and Hsu( 2010) which was conducted in Taipei.

This research has limitation of number of samples that was respondents just in Jakarta and should be extended to outside Jakarta or Indonesia for future research. Also, this research was only in the area of service provider .It is better to consider other industry which has risk society such as cigarette company.

Future research needs to considering other variables such as modern technology instead of Risk society and fashionable needs instead of trust information as important thing that customers choose to buy product. Also, there is possibility to consider Company Reputation as intervening variable.

Keywords: Corporate Social Responsibility and Risk Society

Suggested Citation

Sudibyo, Yvonne and Atikah, Nusrah, The Relationship of Corporate Social Responsibility and Corporate Image with Risk Society as a Moderating Variable on Service Provider Company (January 30, 2016). OIDA International Journal of Sustainable Development, Vol. 9, No. 1, pp. 37-46, 2016, Available at SSRN: https://ssrn.com/abstract=2733934

Yvonne Sudibyo (Contact Author)

Trisakti University - Department of Accounting ( email )

Jl. Kyai Tapa No.1, Grogol, RT.6/RW.16
Tomang, Grogol petamburan, Kota Jakarta Barat
Jakarta, Daerah Khusus Ibukota
Indonesia

Nusrah Atikah

Trisakti University - Department of Accounting ( email )

Jl. Kyai Tapa No.1, Grogol, RT.6/RW.16
Tomang, Grogol petamburan, Kota Jakarta Barat
Jakarta, Daerah Khusus Ibukota
Indonesia

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