PENGARUH CSR TERHADAP REPUTASI PERUSAHAAN: PERAN MEMODERASI KINERJA KEUANGAN DAN GREEN TECHNOLOGY INNOVATION

Nanda Oetari Triana Putri, Atma Hayat

Abstract


ABSTRAK


Industri batubara Indonesia berada di bawah tekanan yang semakin besar dari publik, investor, dan regulator untuk meningkatkan praktik keberlanjutan karena kontribusinya terhadap degradasi lingkungan dan emisi karbon. Corporate Social Responsibility (CSR) diposisikan sebagai strategi bisnis yang krusial dalam menjaga legitimasi dan reputasi perusahaan sesuai dengan tuntutan environmental, social, and governance (ESG). Efektivitas CSR dalam membangun reputasi perusahaan masih menimbulkan perdebatan, khususnya pada kondisi ketika kinerja keuangan mengalami ketidakstabilan dan penerapan Green Technology Innovation (GTI) belum berjalan secara optimal. Penelitian ini bertujuan untuk menganalisis pengaruh CSR terhadap reputasi perusahaan, dengan mempertimbangkan peran moderasi kinerja keuangan dan Green Technology Innovation (GTI). Pendekatan yang digunakan adalah kuantitatif dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Populasi penelitian mencakup 74 perusahaan sektor energi, dengan sampel sebanyak 14 perusahaan batubara yang terdaftar di Bursa Efek Indonesia (BEI) selama periode 2022 2023 dengan menggunakan teknik purposive sampling. Variabel CSR diukur berdasarkan indikator Global Reporting Initiative (GRI), reputasi perusahaan berdasarkan indeks media dan persepsi publik, kinerja keuangan melalui Return on Assets (ROA), dan GTI diukur dari proporsi pengungkapan teknologi hijau dalam laporan perusahaan. Hasil penelitian menunjukkan bahwa CSR berpengaruh positif dan signifikan terhadap reputasi perusahaan. Kinerja keuangan memperkuat hubungan tersebut secara signifikan, sedangkan GTI berperan sebagai pemoderasi negatif.

ABSTRACT


The Indonesian coal industry faces increasing pressure from the public, investors, and regulators to enhance sustainability practices due to its contribution to environmental degradation and carbon emissions. Corporate Social Responsibility (CSR) is positioned as a crucial business strategy to maintain corporate legitimacy and reputation in line with environmental, social, and governance (ESG) demands. The effectiveness of CSR in building corporate reputation remains debated, particularly when financial performance is unstable and the implementation of Green Technology Innovation (GTI) is not yet optimal. This study aims to analyze the effect of CSR on corporate reputation by considering the moderating roles of financial performance and GTI. A quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed. The research population consisted of 74 energy companies, with a sample of 14 coal companies listed on the Indonesia Stock Exchange (IDX) during the 2022–2023 period, selected through purposive sampling. CSR was measured using the Global Reporting Initiative (GRI) indicators, corporate reputation was assessed through media indexes and public perception, financial performance was proxied by Return on Assets (ROA), and GTI was measured by the proportion of green technology disclosures in company reports. The findings indicate that CSR has a positive and significant effect on corporate reputation. Financial performance significantly strengthens this relationship, while GTI acts as a negative moderator


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DOI: http://dx.doi.org/10.35906/equili.v14i2.2546

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