Peran Corporate Social Responsibility dalam Meningkatkan Citra Perusahaan dan Nilai Perusahaan: Studi Literatur Sistematis
DOI:
https://doi.org/10.31004/riggs.v5i2.10320Keywords:
Tanggung Jawab Sosial Perusahaan, Citra Perusahaan, Loyalitas Konsumen, Nilai Perusahaan, KeberlanjutanAbstract
Penelitian ini bertujuan menganalisis peran Corporate Social Responsibility (CSR) sebagai strategi multidimensi dalam meningkatkan nilai perusahaan di Indonesia. CSR tidak lagi dipandang hanya sebagai bentuk tanggung jawab sosial, tetapi juga sebagai strategi bisnis yang mampu menciptakan keunggulan kompetitif, memperkuat hubungan dengan pemangku kepentingan, serta mendukung keberlanjutan perusahaan. Penelitian mengintegrasikan perspektif citra perusahaan, loyalitas konsumen, pengaruh bisnis, tanggung jawab sosial dan lingkungan, serta kontribusi terhadap pencapaian Sustainable Development Goals (SDGs). Penelitian menggunakan metode tinjauan literatur sistematis terhadap 54 artikel ilmiah dan 12 laporan keberlanjutan perusahaan Indonesia yang diterbitkan pada periode 2016–2024. Analisis dilakukan untuk mengidentifikasi hubungan antara implementasi CSR dan peningkatan nilai perusahaan melalui indikator kinerja bisnis dan nonbisnis, serta didukung studi kasus pada delapan perusahaan dengan tingkat pengungkapan CSR yang tinggi. Hasil penelitian menunjukkan bahwa implementasi CSR berpengaruh signifikan terhadap peningkatan citra perusahaan, loyalitas konsumen, dan nilai perusahaan. CSR juga memperkuat kepercayaan publik, legitimasi sosial, serta daya saing perusahaan di pasar. Dampak terbesar ditemukan pada program CSR yang bersifat autentik, transparan, dan terintegrasi dengan tujuan SDGs, terutama pada pemberdayaan masyarakat dan pelestarian lingkungan. Perusahaan dengan implementasi CSR yang kuat memiliki loyalitas pelanggan dan ekuitas merek yang lebih tinggi dibandingkan perusahaan dengan praktik CSR yang rendah. Penelitian ini menyimpulkan bahwa CSR merupakan strategi bisnis integratif yang mampu menciptakan nilai berkelanjutan bagi perusahaan dan seluruh pemangku kepentingan.
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Copyright (c) 2026 Christine Pandiangan, Natalia Sitorus, Yazdan Galih, Felysha Nainggolan, Nasirwan Nasirwan, Nabila Tijani
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