MEASURING CSR PERFORMANCE ON THE REPUTATION AND BRAND EQUITY OF HIGHER EDUCATION
Abstract
Children's education is essential because it helps mitigate social problems, achieve children's future, and is a necessary investment for children as the country's successors. Aside from formal education provided by the state, the development of non-formal education has become increasingly important because of the necessity of children's education. It supplements formal education and provides children with positive activities during non-school hours.
Community Development programs are one example of CSR initiatives developed by Higher educational institutions that focus on non-formal education for communities. With this backdrop, this research led to the measurement of Non-Formal Education Initiatives and their impact on brand equity and company reputation.
The data obtained was processed using a simple linear regression approach on independent and dependent variables using SPSS. The calculation of simple linear regression shows us that the three hypotheses have a significant correlation. Therefore, to maximize the impact of community development programs on society, it is necessary to evaluate the correlation of CSR towards corporate reputation and brand equity.
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