THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY (CSR) IN IMPROVING THE COMPANY'S IMAGE IN THE EYES OF CONSUMERS

Abstract

Corporate Social Responsibility (CSR) has become an important strategy for companies in building a positive image in the eyes of consumers. This research aims to analyze the role of CSR in improving the company's image through a literature review of various previous studies. The research method used is a qualitative approach using literature study techniques, which examine scientific journals, books and research reports related to CSR and corporate image.  The study results show that effective CSR implementation can strengthen consumer trust and loyalty towards the company. The main factors that influence the success of CSR in improving a company's image include the authenticity and transparency of the program, stakeholder involvement, communication effectiveness, and the relevance of the program to the company's industry. In addition, case studies from various companies show that CSR that is aligned with social and environmental values ​​can be a powerful branding tool. Although there are challenges in implementing CSR, such as high costs and difficulties in measuring its impact, the digital era and increasing awareness of sustainability provide great opportunities for companies to develop more strategic CSR. By utilizing digital technology and integrating sustainability into business models, CSR can become a long-term investment that not only provides benefits to society, but also improves a company's reputation and competitiveness.