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THE EFFECT OF CREDIBILITY, ALTRUISME, AND CSR INFORMATION QUALITY ON BANK REPUTATION: A STUDY ON INDONESIA BANKS UNDER THE CATEGORY OF BUKU 3 AND BUKU 4 1. STIE Perbanas Surabaya (Doctorate Student of Management of Airlangga University) Abstract This research is aimed at testing the effect of altruism, credibility, and CSR information quality on bank reputation. Reputation is important since customers are getting smarter in evaluating brands before making decision to buy. In banking industry, reputation reflects an aspect determining bank risks. In marketing area, the role of CSR is considered more important due to its altruistic values for society. If banks are able to manage the way they conduct their CSR activities through their credibility, then they are willing to expose or inform their CSR activity in a proper way or in a good information quality. Variables are controlled by the range on initial capital and the business coverage of the banks which are in Indonesian banking regulation are falling into the categorizations called BUKU or Bank Umum Kelompok Usaha. All Indonesia banks fall into four categories ranging from BUKU 1, 2, 3 and 4 reflecting the lowest to the highest level successively. The categories used in this research are BUKU 3 and BUKU 4 considering that these categories have already conducted and reported the banks CSR activities. The respondents are personnel who are in charge of CSR and they are the members of Corporate Forum for Community Development who respond on the bank CSR report to contribute the data for the variables of altruism, credibility, and CSR information quality; while the data on reputation are secondary data from Otoritas Jasa Keuangan which is responsible for controlling the business of Indonesian banks. All data are process using Structural Equation Modelling Keywords: Altruism, credibility, CSR information quality, bank reputation Topic: Marketing Management |
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