THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ON THE REPUTATION OF DEGA BOTTLED WATER COMPANY

Abstract

This study aimed to examine the impact of corporate social responsibility (CSR) on the organizational reputation of Dega Bottled Water Company. The study utilized an explanatory research design to investigate this relationship. quantitative research methods were employed. Among a population of 500, a total of 222 individuals were selected using the Cochran sampling formula. Probability sampling techniques were utilized to choose a stratified random sample from this population. The study gathered data from primary and secondary sources using various data collection techniques. Descriptive and inferential statistical analysis methods were used. The survey findings reveal a positive stance on Dega Bottled Water Company’s economic CSR, affirming its commitment to profitability and competitive positioning, though scepticism exists regarding ethical practices, government alignment, and legal compliance. Legal CSR aspects receive high approval, with strong agreement on adherence to societal ethical norms, and philanthropic efforts are well-regarded, especially in community engagement and educational support. Regression analysis indicates that a significant portion of Corporate Reputation variance is explained by the model, with Economic, Legal, and Ethical Responsibilities showing positive impacts, while Philanthropic Responsibility has a weaker relationship. To enhance its reputation and stakeholder trust, it is recommended that Dega Bottled Water Company address ethical concerns, strengthen regulatory compliance, and improve transparency in its practices