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PENGARUH CORPORATE SOCIAL RESPONSIBILITY DAN PENERAPAN STRATEGI DIFERENSIASI UNTUK MENCIPTAKAN KEUNGGULAN BERSAING (STUDI KASUS PADA PT.MANDIRI TUNAS FINANCE, TBK)
The purpose of this research is to find out how far is the Corporate Social Responsibility has been conducted and
the implementation of differentiate strategy as an instrument to create the competitive advantage at PT. Mandiri
Tunas Finance. The method of this research is using qualitative method, because researcher are not yet analyzed
the hypothesis test on Corporate Social Responsibility and Differentiation Strategies adopted by the PT. Mandiri
Tunas Finance. The research result found that the Corporate Social Responsibility activity the purpose of the
external is for the society empowerment, such as social, healty, environment, and scholarship program for
students. And the purpose of the internal activity is to the employees’ prosperit y, such as giving recruitment and
training. The differentiation strategy does is launched the new program which is ACP (Insurance Credit
Protection). The analysis result shows that the Corporate Social Resposibility activity for the internal has
increased by 42.28% and for the external activity has increased by 84%. The company’s financial performance is
also increasing since the company has implemented the Corporate Social Responsibility and Differentiation
Strategy. The conclusion of this research shows that CSR and Differentiation strategy which has been
implemented is giving many advantages for the company as well as increasing the financial
performance at PT. Mandiri Tunas Finance, therefore, it is giving a positive impact for the company to
increase competitive advantage.
Keywords: Corporate Social Responsibility, Differentiation Strategy, and Competitive Advantage.
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