xii

DAFTAR ISI

HALAMAN JUDUL...........................................................................................................i

SURAT PERNYATAAN KEASLIAN................................................................... ii

PENGESAHAN ..................................................................................................... iii

PENGESAHAN ...................................................................................................... v

MOTTO DAN PERSEMBAHAN ......................................................................... vi

ABSTRAK ............................................................................................................ vii

ABSTRACT ........................................................................................................... viii

KATA PENGANTAR ........................................................................................... ix

DAFTAR ISI ......................................................................................................... xii

DAFTAR TABEL ................................................................................................. xv

DAFTAR GAMBAR .......................................................................................... xvii

DAFTAR LAMPIRAN ...................................................................................... xviii

BAB I PENDAHULUAN .................................................................................. 1

1.1. Latar Belakang ................................................................................. 1

1.2. Rumusan Masalah ........................................................................... 5

1.3. Tujuan Penelitian ............................................................................. 6

1.4. Kegunaan Penelitian ........................................................................ 6

1.4.1. Kegunaan Akademis .............................................................. 6

1.4.2. Kegunaan Praktis ................................................................... 6

1.4.3. Kegunaan Sosial ..................................................................... 7

1.5. Kerangka Pemikiran ........................................................................ 7

1.5.1. State Of The Art (Penelitian Terdahulu) ................................ 7

1.5.2. Perbedaan State Of The Art dengan Penelitian sekarang ....... 8

1.5.3. Paradigma Penelitian.............................................................. 8

1.5.4. Teori Penelitian ...................................................................... 9

1.6. Hipotesis Penelitian ....................................................................... 26

1.7. Definisi Konseptual ....................................................................... 27

1.8. Definisi Operasional ...................................................................... 27

xiii

1.9. Metode Penelitian .......................................................................... 28

1.9.1. Tipe Penelitian ..................................................................... 28

1.9.2. Populasi dan Sampel ............................................................ 28

1.9.3. Teknik Sampling .................................................................. 29

1.9.4. Jenis dan Sumber Data ......................................................... 30

1.9.5. Skala Pengukuran ................................................................. 30

1.9.6. Teknik Pengumpulan Data ................................................... 31

1.9.7. Teknik Pengolahan Data ...................................................... 32

1.9.8. Teknik Analisa ..................................................................... 33

1.9.9. Uji Validitas dan Reliabilitas ............................................... 33

BAB II GAMBARAN OBJEK PENELITIAN ................................................. 35

2.1. Gambaran Umum Kelurahan Pandean Lamper ............................. 35

2.1.1. Letak Geografis ................................................................... 35

2.1.2. Luas Daerah : ...................................................................... 36

2.1.3. Batas Wilayah ...................................................................... 36

2.1.4. Pembagian Wilayah ............................................................. 37

2.2. Gambaran umum ASTRA Honda Motor ...................................... 38

2.3. Gambaran umum Kampung Safety ............................................... 38

BAB III TEMUAN PENELITIAN ..................................................................... 41

3.1. Identitas Responden ....................................................................... 41

3.2. Pengaruh dari Program CSR Astra Honda Motor “Kampung

Safety” ........................................................................................... 42

3.3. Citra perusahaan ............................................................................ 46

3.4. Minat beli ....................................................................................... 48

3.5. Tabulasi Silang Antar Variabel ..................................................... 50

3.6. Analisis Tabulasi Silang Pengaruh Program CSR Dan Citra

Perusahaan. .................................................................................... 54

3.7. Analisis tabulasi silang pengaruh program CSR dan Minat beli ... 55

BAB IV PEMBAHASAN HASIL PENELITIAN.............................................. 56

4.1. Uji Validitas ................................................................................... 56

4.2. Uji Reliabilitas ............................................................................... 62

xiv

4.3. Uji Regresi Linier Berganda .......................................................... 64

4.4. Uji Hipotesis .................................................................................. 56

4.5. Koefisien Determinasi ................................................................... 67

4.6. Pembahasan ................................................................................... 69

BAB V KESIMPULAN .................................................................................... 73

5.1 Kesimpulan .................................................................................... 73

5.2 Saran .............................................................................................. 74

DAFTAR PUSTAKA ........................................................................................... 75

LAMPIRAN .......................................................................................................... 77

xv

DAFTAR TABEL

Tabel 1. 1 State Of The Art .................................................................................. 7

Tabel 1. 2 Makna Nilai Product Moment .......................................................... 34

Tabel 2. 1 Pembagian Wilayah Kelurahan Pandean Lamper ............................ 37

Tabel 2. 2 Pengelompokan penduduk Kelurahan Pandean Lamper .................. 37

Tabel 3. 1 Karakteristik responden berdasarkan jenis kelamin ......................... 41

Tabel 3. 2 Karakteristik Responden Berdasarakan Usia .................................... 41

Tabel 3. 3 Karakteristik Responden Berdasarakan Jenis Pekerjaan .................. 42

Tabel 3. 4 Pengetahuan tentang Tanggung Jawab Sosial Perusahaan atau

yang biasa disebut dengan Corporate Social Responsibility (CSR)

secara umum. .................................................................................... 43

Tabel 3. 5 Pengetahuan kegiatan CSR “Kampung Safety Honda” dari

ASTRA Honda Motor. ...................................................................... 43

Tabel 3. 6 Pengetahuan tujuan ASTRA Honda Motor melakukan program

CSR “kampung safety honda” ......................................................... 44

Tabel 3. 7 Pengetahuan kegiatan-kegiatan apa saja yang dibuat oleh ASTRA

Honda Motor dalam menjalankan “kampung safety honda” ............ 44

Tabel 3. 8 Kegiatan CSR yang dibuat ASTRA Honda Motor menarik ............. 44

Tabel 3. 9 Program CSR Kampung Safety yang dilakukan ASTRA Honda

Motor sangat efektif .......................................................................... 45

Tabel 3. 10 Kegiatan CSR Kampung Safety Honda Memberikan Dampak

Yang PositifBagi Lingkungan. ......................................................... 45

Tabel 3. 11 Pola Kegiatan CSR ASTRA Honda Motor Sudah Sesuai Bila

Dihubungkan Dengan Jenis Kebutuhan Masyarakat Dalam Hal

Berkendara Dengan Baik. ................................................................. 46

Tabel 3. 12 Astra Honda Motor Melalui Program CSR “Kampung Safety”

Telah Mampu Menciptakan Atau Mengembangkan Citra

Perusahaan. ....................................................................................... 46

xvi

Tabel 3. 13 Penilaian PositifTerhadap ASTRA Honda Motor Setelah

Mengetahui Program CSR Kampung Safety Honda Yang Sudah

Dilakukan. ......................................................................................... 47

Tabel 3. 14 Responden setuju ASTRA Honda Motor melakukan Program

CSR di bidang Keselamatan. ............................................................ 47

Tabel 3. 15 Responden setuju terhadap kegiatan CSR Kampung Safety Honda

yang sudah dilakukan. ....................................................................... 48

Tabel 3. 16 Responden mendukung kegiatan CSR Kampung Safety Honda

yang sudah dlakukan. ........................................................................ 48

Tabel 3. 17 Merasa Tertarik Membeli Produk Dari ASTRA Honda Motor ........ 49

Tabel 3. 18 Tidak tertarik membeli produk dari ASTRA Honda Motor ............. 49

Tabel 3. 19 Kategorisasi Variabel Pengaruh program CSR................................. 51

Tabel 3. 20 Kategorisasi Variabel Citra Perusahaan ........................................... 52

Tabel 3. 21 Kategorisasi Variabel Minat Beli ..................................................... 54

Tabel 3. 22 Tabel silang antara variabel pengaruh program CSR (X) dan

variabel citra perusahaan (Y1) ........................................................... 54

Tabel 3. 23 Tabel Silang Antara Variabel Pengaruh Program CSR (X) Dan

Variabel Minat Beli (Y2) ................................................................... 55

Tabel 4. 1 Uji Validitas Variabel Pengaruh Program CSR (X) ......................... 59

Tabel 4. 2 Uji Validitas Variabel Citra Perusahaan (Y1) ................................... 60

Tabel 4. 3 Uji Validitas Variabel Minat Beli (Y2) ............................................. 61

Tabel 4. 4 Uji Reliabilitas Variabel Pengaruh Program CSR (X) ..................... 62

Tabel 4. 5 Uji Reliabilitas Variabel Citra Perusahaan (Y1) ............................... 63

Tabel 4. 6 Uji Reliabilitas Variabel Minat Beli (Y2) ......................................... 63

Tabel 4. 7 Analisis Regresi Linier Berganda ..................................................... 64

Tabel 4. 8 Analisis Regresi Linier Berganda ..................................................... 66

Tabel 4. 9 Tabel Determinasi (R2) ..................................................................... 68

Tabel 4. 10 Tabel Determinasi ............................................................................. 68

xvii

DAFTAR GAMBAR

Gambar 2. 1 Peta Batas Wilayah........................................................................... 36

Gambar 2. 2 Kampung Safety Honda ................................................................... 39

xviii

DAFTAR LAMPIRAN

Lampiran 1 Kuisioner Penelitian .......................................................................... 77

Lampiran 2 Matriks .............................................................................................. 80

Lampiran 3 Output data ........................................................................................ 82

Lampiran 4 TABEL INDUK ................................................................................ 88