Abstract


In accordance with Law No. 40 of 2007 concerning Limited Liability Companies and strengthened by Government Regulation Number 47 of 2012 which regulates the form of responsibility, especially in the social and environmental spheres that must be carried out by each company. This study aims to obtain empirical evidence of the influence of Corporate Social Responsibility (CSR) which is proxied into six indicators, which are community support, diversity, employee support, environment, non-territorial operations and product towards Corporate Image of Inna Grand Bali Beach Hotel Denpasar. The sampling technique was carried out by convenience sampling method. This study uses primary data in the form of a questionnaire measured by a Likert scale. The samples consist of 282 respondents.Multiple linear regression analysis was used. The results showed that community support had a positive effect on the Corporate Image of Inna Grand Bali Beach Hotel with a significance value of 0,000. Diversity has a positive effect on the Corporate Image of Inna Grand Bali Beach Hotel with a significance value of 0,046. Employee support has a positive effect on the Corporate Image of Inna Grand Bali Beach Hotels with a significance value of 0,004. Environment has a positive effect on the Corporate Image of Inna Grand Bali Beach Hotels with a significance value of 0,039. Non-territorial operations have a positive effect on the Corporate Image of Inna Grand Bali Beach Hotels with a significance value of 0,024 and the product has a positive effect on the Corporate Image of Inna Grand Bali Beach Hotels with a significance value of 0,013.


Keywords


Community Support; Diversity; Employee Support; Environment; Non-Teritorial Operations; Product and Corporate Image