Wengki

Dampak Socially Responsible Investment terhadap Citra Perusahaan dan

Keputusan Investasi pada PT. AAA Securities, Jakarta

Riduan MO Bafadhal

Email: riduanmob@yahoo.co.id

ABSTRAK

             This study aimed to test the marketing concept based on paradigm evaluate the implementation of Socially Responsible Investment, which are indicated to create a positive Company’s Image and the Investment Decision of investors. The population of this study is  investors in PT. AAA Securities, Jakarta at 2013. The results of the data analysis by using Partial Least Square (PLS) are: 1) Socially Responsible Investment  significantly effect on the Company's Image. 2) Socially Responsible Investment significantly effect of Investing Decisions. 3). Company’s  Image significantly effect to the Investing Decision. In addition, investors are considered ready to use the Socially Responsible Investment as a standard approach for their investment.

Keywords:       Socially Responsible Investment, Corporate Image, Investing Decision, Partial Least Square

ABSTRAK

         Penelitian ini bertujuan untuk menguji konsep pemasaran berdasarkan paradigma penerapan Socially Responsible Investment yang diindikasikan berpengaruh terhadap Citra Perusahaan dan Keputusan Investasi para investor. Populasi penelitian ini adalah para investor pada PT.AAA Jakarta di tahun 2013. Hasil analisis data dengan menggunakan Partial Least Square (PLS) adalah: 1). Socially Responsible Investment  berpengaruh signifikan terhadap Citra Perusahaan. 2). Socially Responsible Investment  berpengaruh signifikan terhadap Keputusan Investasi. 3). Citra Perusahaan berpengaruh signifikan terhadap Keputusan Investasi Lebih lanjut, investor dinilai telah siap menggunakan Socially Responsible Investment sebagai pendekatan standar dalam berinvestasi.

Kata Kunci:    Socially Responsible Investment, Citra Perusahaan, Keputusan Investasi,   Partial Least Square