The Influence of CSR Legitimacy on Reducing Demonstration Potential

  ABSTRACT : Aims: In this research, the authors will test how strength the CSR legitimacy can reduce the Demostration potential. Study design: The research method which used in this research is quantitative research with survey method from total 120 respondent. Place and Duration of Study: Cilegon, Banten, Indonesia. June 2024-Dec 2024. Methodology: The authors used quantitative research method with 120 respondents to answer and give feedback using questionnaire. The sampling has decide by slovin formula with error margin 10%. The data was obtained from Gerem village, Cilegon, Banten, Indonesia. We included 120 respondents (87,5% Man; 12,5% women). From 120 total respondent, 10% age range 18-25 years; 22,5% 26-35 years; 22,5% 36-45 years; 40% 46-55 years; 5% above 56 years, and for educational grade 5% Doctoral and Master Degree, 12,5% Bachelor, 65% Senior High School, 12,5% Junior High School. All of the participant who hold expereience with Corporate Social Responsibility from Lotte Chemical Indonesia as well. Results: The research results indicate that strong CSR legitimacy can shape positive community attitudes, it can be proven by data 86,7 % the indicators of legitimacy CSR from the aspect of regulative, normatif, and cognitive Has an indirect influence on behavioral intention via the attitude toward the behavior for demonstaration intention. Conclusion: The research results indicate that strong CSR legitimacy can shape positive community attitudes, significantly reducing their intention to do demonstration. This is confirmed that effective CSR can serve as an important tools in preventing social conflicts and strengthening the relationship between companies and communities.

Keywords – csr legitimacy, potential for demonstrations, effective communication, theory of reasoned action