Halo Effect : Corporate Social Responsibility (CSR) serta Peran Stakeholders Terhadap Kinerja Dan Nilai Perusahaan

Fahmi Dwi Mawardi

Abstract


Latar Belakang: Tujuan utama perusahaan di era kerbelanjutan bisnis adalah meningkatkan kinerja dan nilai perusahaan melalui peran stakeholders. Hasil Penelitian Akisik (2017) masih terfokus pada perusahaan yang ada Eropa dengan konsensus pertanggungjawaban sosial yang tinggi, sedangkan di indonesia masih terkesan rendah karena kerbijakan yang semi mandatory. Peneliti bermaksud untuk meneliti di perusahaan indonesia dan menekankan juga pada aspek efek halo yang terjadi.

Tujuan: Penelitian ini bertujuan untuk menganalisis secara empiris kelompok stakeholders utama yaitu karyawan dan pelanggan dalam mempertimbangkan ulasan pihak ketiga laporan CSR sebagai determinant value keputusan mereka, dan bagaimana keputusan mereka dapat mempengaruhi kinerja dan nilai perusahaan melalui halo efek laporan CSR.

Metode Penelitian: Penelitian ini menggunakan moderated regression analysis (MRA) dengan e-views 10. Sampel yang digunakan adalah perusahan yang terdaftar di bursa efek Indonesia (BEI) dan Global Reporting Initiative (GRI).

Hasil Penelitian: Hasil penelitian menunjukan dampak kelompok stakeholders karyawan dan pelanggan terhadap kinerja dan nilai perusahaan dipengaruhi oleh ulasan pihak ketiga laporan CSR. Penelitian ini menemukan adanya efek kuat dari stakeholder’s pelanggan yang ada di Indonesia terhadap peningkatan kinerja keuangan dan nilai perusahaan yang dipengaruhi oleh ulasan pihak ketiga CSR. Stakeholders pelanggan lebih memberikan apresiasi berupa dukungan pada perusahaan yang melakukan komitmen sosial dan lingkungan. Dukungan pelanggan berupa niat pembelian, penghargaan produk yang lebih tinggi dan stigma baik terhadap produk perusahaan. Penelitian ini menemukan adanya efek halo yang terjadi pada stakeholders karyawan. Karyawan merupakan stakeholders internal yang tidak bisa terlepas dari dinamika aktivitas perusahaan termasuk CSR. Aliansi stakeholders secara luas menemukan adanya ketidakrelevanan atas informasi dan aktivitas CSR yang dilakukan oleh perusahaan, sehingga menghasilkan keputusan untuk tidak mendukung perusahaan.

Keaslian/Kebaruan Penelitian: Penelitian ini dibatasi oleh minimnya perusahaan di Indonesia yang menggunakan pedoman GRI. Penelitian ini memperluas penelitian Akisik (2019) dengan menggunakan variabel pemoderasi dan dilakukan pada perusahaan di Indonesia.


Keywords


Halo effect : CSR

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References


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DOI: https://doi.org/10.18196/rabin.v6i1.13253

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