Examining the Relationship Between Students’ Satisfaction with Corporate Social Responsibility (CSR) Activities Based on Participation and Perceived Impact

Corporate Social Responsibility (CSR) has emerged as a strategic imperative within higher education, influencing institutional reputation, stakeholder engagement, and student satisfaction. This study investigates the relationship between student participation in CSR activities, their perceived impact, and overall satisfaction at Universiti Teknologi MARA (UiTM), Malaysia’s largest public university. Grounded in the context of UiTM’s mission to promote educational equity and social mobility, particularly for the Bumiputera community, the research adopts a quantitative approach using a cross-sectional survey design. Data were collected from 49 students in the Faculty of Hotel and Tourism Management (FPHP) who had engaged in CSR initiatives. The instrument measured demographic profiles, participation frequency, perceived impact, and satisfaction levels using a structured questionnaire and Likert scale. Findings reveal a high level of student satisfaction (M = 4.43) and perceived impact (M = 4.52), despite low participation rates (M = 1.98). Correlation and regression analyses indicate that perceived impact significantly predicts satisfaction (r = 0.605, p < 0.001; β = 0.605, p < 0.001), while participation does not show a meaningful relationship with either satisfaction or perceived impact. These results challenge conventional assumptions that mere involvement drives satisfaction, underscoring the importance of qualitative experiences and meaningful outcomes in CSR programming. The study recommends that institutions prioritize impactful, student-centered CSR initiatives and explore innovative strategies to enhance engagement, such as gamification and inclusive communication. Theoretically, the findings support the mediating role of perceived impact in the social responsibility fulfilment model and call for further exploration of emotional and motivational factors. This research contributes to the evolving discourse on CSR in higher education and offers actionable insights for Malaysian universities seeking to align CSR strategies with student expectations and societal advancement.