PENGARUH TANGGUNG JAWAB SOSIAL PERUSAHAAN DAN CUSTOMER INTIMACY TERHADAP CITRA PERUSAHAAN PT. KERETA API INDONESIA DAERAH OPERASI VII MADIUN (STUDI KASUS PADA PENUMPANG KERETA API KELAS EKONOMI DI STASIUN MADIUN)

Abstract

The research design that will be used in this research is the explanatory research. The population in this research is the passengers of PT. KAI in Stasiun Besar Madiun. The sampling technique used in this research is Purposive Sampling. Considering the characteristic of population which has infinite number, the sampling technique uses incidental sampling. The measurement of this research based on Krejcie table is 277 respondents. The technique that is used to analyze the data in this research is the use of multiple linear regression analysis, where the corporate social responsibility as variable X1, customer intimacy as variable X2, and corporate image as variable Y. Based on the testing which is uses multiple linear regression analysis, the results obtained X1 = 0.337. It means that if the variable of costumer intimacy (X2) is equal to zero, the variable raising of corporate social responsibility (X1) will enhance the corporate image. X2 = 0.057 means that if the variable of the corporate social responsibility (X1) is equal to zero, the variable of costumer intimacy (X2) will enhance the corporation image. Based on the results of testing by t-test (partial), it can be stated that the corporate social responsibility variable has a significance level of 0.000 and the customer intimacy has a significance level of 0,004. It means that the corporate social responsibility and the customer intimacy have a significant influence on the corporate image of PT. KAI Daop VII Madiun because it have a significance value smaller than 0.05 ( 5% ). Thus, the hypothesis that the variables of corporate social responsibility and the customer intimacy partially influence toward the corporate image of PT. KAI Daop VII Madiun is proven true (Ha is accepted). Whereas, the results of the analysis which uses the F test (synchronously) obtain the value of F is 26.760 with significance value 0.000. The value of Fhitung is greater than The value of Ftable amounted to 2.996. It means that synchronously, the corporate social responsibility and the customer intimacy significantly influence toward corporation image. Thus, the hypothesis which states that the variables of corporate social responsibility and customer intimacy synchronously influence the corporate image of PT. KAI Daop VII Madiun is proven true (Ha is accepted).