BRAND SOCIAL RESPONSIBILITY DAN CORPORATE SOCIAL RESPONSIBILTY DALAM RANGKA MENINGKATKAN REPUTASI DAN DAYA SAING ORGANISASI

Abstract

The objective of this research is to examine the effects of Brand Social Responsibility (BSR) and Corporate Social Responsibility (CSR) on the reputation and competitiveness of the organization. This methods research designed by using the explanatory research. Unit analysis in this research is students in  University of Merdeka Malang. The research instrument used questionnaires technique, collected from a sample of 150 students. Data analysis techniques used the SmartPLS and descriptive analysis. This results research showed that Brand Social Responsibility (BSR) does not have an effect on the reputation and competitiveness. The CSR has effect on reputation but not towards competitiveness. The reputation has effect on competitiveness. CSR influences against reputational mediated by competitiveness. Based on the research results, The University of Merdeka Malang should be continue to implement and enhance the BSR and the CSR program in a more planned and ongoing concern as a manifestation of Business and Economics Feculty in improving knowledge, expertise and skills of the nation's children.