CORPORATE SOCIAL RESPONSIBILITY AND BRAND ATTITUDE: CASE OF A TECHNOLOGICAL ENTERPRISE IN THE COVID PANDEMIC

Abstract

Corporate social responsibility is increasingly important in the process of
participating in production and business activities towards sustainable
development. Enterprises implementing socially responsible activities will help
improve the corporate image and brand attitude of customers. The study was
conducted in the context of the Covid-19 pandemic, surveying customers using
the application of technology under the Grab brand. The analysis with 186
responses were analyzed through linear regression with the support of SPSS
software. Research results show that corporate social responsibility has a positive
influence on the brand attitude of customers using the service. The company
organizes many socially responsible activities that will help improve the attitude
of customers towards the brand.