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Abstrak :
This study aims at empirically examining the extent to which Image Theory, initially developed as a theoretical basis for selecting a strategy or a decision, can be a theoretical basis for predicting a decision performance in two opposite frames: positive and negative. Image compatibility are employed to operationalize such a theory and the decision under study is progress decision represented by escalation of commitment. Thus, this study also empirically examines the connection between image compatibility and escalation of commitment as well as escalation of commitment as a mediator of the relationship between image compatibility and decision performance. The research context is Indonesia Stock Exchange (IDX) that suffered from crisis in the past year (negative frame) yet has been recovered recently (positive frame). The respondents are 229 individual investors in IDX. They are involved in day-to-day decision making (progress decision making) with regard to their investment portofolio. The results of this study show that high image compatibility tends to lead to better decision performance in both frames. However, image compatibility may only positively affect the escalation of commitment in positive frame.

Abstrak :
ABSTRAK
Tesis ini menganalisis pengaruh keterlibatan sosial (social involvement) terhadap manfaat bisnis (business benefits) dengan mempertimbangkan faktor eksternal dan kompatibilitas image sebagai anteseden, serta budaya organisasi sebagai moderator. Unit analisis penelitian kuantitatif ini adalah organisasi dalam lingkup Kantor Cabang pada konteks BTPN Purna Bakti. Hasilnya menunjukkan bahwa organisasi yang aktif terlibat dalam program sosial akan memperoleh manfaat bagi bisnis. Keputusan keterlibatan sosial pada sebuah bank dengan segmen pensiun tidak dipengaruhi oleh faktor eksternal, tetapi dipengaruhi oleh kompatibilitas image dalam mengambil keputusan lanjutan untuk terlibat atau tidak dalam program sosial. Temuan lain menyatakan bahwa budaya organisasi tidak signifikan memoderasi pengaruh keterlibatan sosial terhadap manfaat bisnis. Penelitian ini menyarankan agar organisasi memandang keterlibatan sosial sebagai bagian dari rantai nilai dan strategi, mengembangkan hubungan jangka panjang dengan para pemangku kepentingan melalui program sosial, perlunya meningkatkan kompatibilitas image para manajer, menanamkan kerjasama tim, dan mendorong semua anggota organisasi berfokus pada konsumen dengan melakukan indoktrinasi melalui pelatihan dan pengembangan. Dengan demikian, semakin meningkat keterlibatan sosial organisasi maka akan meningkatkan manfaatnya bagi bisnis.

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ABSTRACT
This thesis analyzes the impact of social involvement on business benefits by considering external factors and image compatibility as antecedents, and also organizational culture as moderator in BTPN Purna Bakti. The unit of analysis used in this quantitative research is organization within the scope of branch office of BTPN Purna Bakti. The result showed that organization that actively involves in social program would gain benefits to its business. For bank that focuses its business in pension segment, progress decision; whether to involve or not in social programs (social involvement decision); is not affected by external factors, otherwise by image compatibility. Furthermore, organizational culture does not have significant moderating effect of social involvement to business benefits. This research suggests that organization should consider social involvement as a part of strategy and value chain by developing long-term relationship among stakeholders through social programs. This research also emphasizes the needs of improving manager's image compatibility, teamwork approach, and also encouragement to all organization members to become customer-oriented employees by indoctrination through development and training programs. Thus, the improvement of organization's social involvement will also increase its business benefits.