Open AccessStudy of Pertashop & BBM Satu Harga in Parigi Baru Village on Pertamina’s Reputation Measured by Customer-Based Brand Equity
Author(s) -
Elang Rimba Dewata,
Farida Hariyati,
Shahrina Md Nordin
Publication year - 2022
Publication title -
jurnal riset komunikasi (jurkom)
Language(s) - English
Resource type - Journals
ISSN - 2615-0948
DOI - 10.38194/jurkom.v5i1.463
Subject(s) - reputation , business , corporate social responsibility , stakeholder , corporate branding , perception , brand equity , marketing , equity (law) , public relations , political science , psychology , neuroscience , law
Reputation is not only about corporate management, product, and their value. But it also includes the process of how to get a good reputation from the stakeholder perception. One of the ways is through Corporate Social Responsibility (CSR) Programs. This research objective tries to find and explain the significant effect of the public’s perception about CSR programs by Pertamina on corporate reputation measured by Customer-Based Brand Equity (CBBE). This research uses a quantitative approach with survey methods. The theory that underlies this research is stakeholder theory with the concept of Customer-Based brand equity. The result of this research shows the significant effect of local communities’ perception about corporate image and CSR programs is very high (99,40%) on local communities CBBE as the measurement of corporate reputation. These results indicate that the CSR program plays a vital role in determining the company's reputation in the local community's perception. Improving the CSR programs, CSR personnel, CSR executives are very affecting the corporate image and building a better CBBE and corporate reputation.