PERBANDINGAN EFEKTIVITAS STRATEGI TANGGUNG JAWAB SOSIAL PERUSAHAAN TERHADAP TINGKAT PROFITABILITAS PERUSAHAAN DALAM SRI-KEHATI INDEX (Studi pada Metode Cause Branding, Venture Philantrophy dan Mix Method)

Abstract

The introduction of Law No. 40 of 2007 and SRI-KEHATI index are the fact that CSR play an
important role in the corporate developments. Based on these phenomena, the purpose of this
research was to compare and find out differences of effectiveness csr strategy which
measured by three methods of csr (cause branding, venture philantrophy, mix method).
Return On Asset (ROA) used as financial performance indicators. This research used
stratified sampling method with 18 samples and one-way ANOVA for hypotheses test. The
results of this research conclude that there was significant differences on Mix Method to
their profitability.
Keywords: Corporate Social Responsibility (CSR), Cause Branding, Venture Philantrophy,
SRI-KEHATI index, Return On Asset (ROA)