Keywords
kualitas produk
reputasi perusahaan
intensi membeli
How to Cite
Abstract
Studi terkait peranan aktivitas tanggung jawab sosial perusahaan (CSR) kaitannya dengan intensi masyarakat dalam membeli produk telah banyak dilakukan terhadap produk utama perusahaan penghasil barang. Sejauh ini belum banyak studi yang mencoba mengungkapkan hubungan aktivitas CSR terhadap produk Usaha Mikro, Kecil, dan Menengah (UMKM) binaan CSR perusahaan pertambangan batu bara. Kekosongan ini menjadi menarik untuk diteliti mengingat adanya kewajiban pelaksanaan CSR pada perusahaan pertambangan batu bara di Indonesia. Adapun total responden dalam studi ini berjumlah 105 orang yang tersebar di sekitar area pertambangan batu bara di Kalimantan Selatan, Indonesia. Penelitian ini menemukan bahwa intensi masyarakat dalam membeli sangat dipengaruhi oleh kualitas produk yang dihasilkan, bukan oleh persepsi masyarakat terhadap perusahaan. Temuan ini menggambarkan bahwa merek, nama besar, atau reputasi perusahaan tidak cukup untuk meningkatkan intensi masyarakat untuk membeli produk UMKM mitra perusahaan. Tata kelola CSR dan pendampingan yang tersusun dengan baik untuk peningkatan kualitas produk UMKM lebih berdampak pada intensi membeli produk UMKM. Pengelolaan dan pendampingan yang baik sangat penting untuk pengembangan UMKM mitra perusahaan agar dapat berkembang dan bersaing dengan berbagai produk atau jasa yang dapat diterima dengan baik oleh pasar.
Kata kunci : tanggung jawab sosial perusahaan, kualitas produk, reputasi perusahaan, intensi membeli
Studies related to the role of corporate social responsibility (CSR) activities in relation to purchasing intention have been carried out, where studies have been conducted on the main products of goods-producing companies. So far, there have not been many studies that have tried to reveal the relationship of CSR activities to the products of Micro, Small, and Medium Enterprises (MSMEs) fostered by CSR of coal mining companies. This gap becomes interesting to be studied given the obligation to implement CSR in mining companies. The total respondents in this study are 105 persons that spread around coal mining areas in South Kalimantan, Indonesia. This study found that purchase intention was strongly influenced by product quality, not by people's perception of the company. This finding illustrates that a company's brand, big name, or reputation is not enough to increase people's intention to buy the company's partner MSME products. CSR governance and well-structured assistance to improve the quality of MSME products have more impact on the intention to buy MSME products. Good management and assistance are very important for the development of the company's partner MSMEs so that they can grow and compete with various products or services that are well received by the market.
Keywords: corporate social responsibility, product quality, company reputation, purchase intention
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