Community-Based CSR Implementation Strategy to Support Social and Economic Sustainability and Consumer Loyalty in MSMEs

Ferdy Roring; Stanss Levynna Hermien Verronica Joyce Lapian; Willem Johan Frederik Alfa Tumbuan; Bode Lumanauw; Imelda Wellin Juliana Ogi

doi:10.55927/eajmr.v4i12.516

Authors

Ferdy Roring Sam Ratulangi University
Stanss Levynna Hermien Verronica Joyce Lapian Sam Ratulangi University
Willem Johan Frederik Alfa Tumbuan Sam Ratulangi University
Bode Lumanauw Sam Ratulangi University
Imelda Wellin Juliana Ogi Sam Ratulangi University

DOI:

https://doi.org/10.55927/eajmr.v4i12.516

Keywords:

Corporate Social Responsibility (CSR), Community Empowerment, Brand Loyalty, Competitive Advantage, Stakeholder Collaboration

Abstract

This study explores the role of community-based Corporate Social Responsibility (CSR) programmes in promoting social and economic sustainability, increasing local consumer loyalty, and strengthening corporate brand image. Using a systematic literature review method, 106 relevant articles from 2014 to 2024 were analysed to identify key strategies, challenges, and the impact of CSR implementation on Micro, Small, and Medium Enterprises (MSMEs). The research findings show that community-focused CSR initiatives significantly contribute to the empowerment of local communities, create competitive advantages for companies, and promote long-term sustainability. This study contributes to the theoretical understanding of CSR in the SME context by highlighting the interrelationship between community empowerment, sustainability, and business performance. Practically, this research provides insights that local companies can apply to design and implement CSR programmes that deliver measurable social and economic benefits, while enhancing their competitiveness and brand reputation.

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