ANTECEDENTS OF SOCIAL INVOLVEMENT THAT AFFECT BUSINESS BENEFITS

http://doi.org/10.22216/jbe.v5i2.4946


Imelda Sitinjak(1*)

(1) Universitas HKBP Nommensen, Medan
(*) Corresponding Author

Abstract


This study examines image compatibility and organizational culture as antecedents of social involvement that have an effect on business benefits. The unit of analysis used in this quantitative research is the organization level within the scope of the branch office of BTPN Purna Bakti. The results show that 1) there are business benefits from social involvement; 2) image compatibility and organizational culture as antecedents of social involvement; 3) image compatibility has an indirect effect on business benefits of social involvement, but organizational culture has not. Furthermore, this study suggests that the organization should consider social involvement as a part of the strategy by integrating its business mission and social mission and developing a long-term relationship among stakeholders. Image compatibility of middle and lower managers need to be considered in making decisions. Instilling mission-oriented organizational culture takes a long time to businesses benefits.

 

Organisasi yang tidak terlibat dalam masalah sosial, tidak hanya tidak mendapatkan manfaat dari keterlibatan sosial, tetapi juga dapat menyebabkan masalah dengan menghindari tindakan yang baik. Penelitian ini menguji kompatibilitas image dan budaya organisasi sebagai anteseden dari keterlibatan sosial yang berdampak pada manfaat bisnis. Unit analisis yang digunakan dalam penelitian kuantitatif dengan Structural Equation Modeling ini adalah pada tingkat organisasi dalam lingkup kantor cabang BTPN Purna Bakti. Hasilnya menunjukkan bahwa ada manfaat bisnis dari keterlibatan sosial; kompatibilitas image dan budaya organisasi sebagai anteseden dari keterlibatan sosial; kompatibilitas image memiliki efek tidak langsung pada manfaat bisnis dari keterlibatan sosial, tetapi budaya organisasi tidak. Selain itu, penelitian ini menunjukkan bahwa organisasi harus mempertimbangkan keterlibatan sosial sebagai bagian dari strategi dengan mengintegrasikan misi bisnis dan misi sosial dan mengembangkan hubungan jangka panjang di antara para pemangku kepentingan. Kompatibilitas image manajer menengah dan bawah perlu dipertimbangkan dalam pengambilan keputusan. Menanamkan budaya organisasi yang berorientasi misi membutuhkan waktu lama untuk mendapatkan manfaat bisnis.


Keywords


social involvement; business benefits; image compatibility; organizational culture

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