Abstract:
This study aims to examine the impact of corporate social responsibility (CSR) on corporate reputation of the FMCG distribution industry. Quantitative research method and descriptive research design are applied in this study. Both the primary and secondary data are used. The primary data are collected through structured questionnaire with five-point Likert scale. Questionnaires are distributed to 384 customers by using convenience sampling method. Secondary data are gathered from companies’ reports, government reports, relevant research papers and websites. Reliability test, descriptive statistics and regression analysis are used to analyze the relationship between corporate social responsibility activities and corporate reputation of FMCG distribution industry. The findings of this study indicate that the economic responsibility and ethical responsibility have positive and significant effect on the corporate reputation. However, philanthropic responsibility is not significant with corporate reputation of FMCG industry. Among CSR activities, legal responsibility is the most influencing activity on corporate reputation. It can be concluded that the CSR activities form the positive perception of customers to enhance the corporate reputation.
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