In Indonesia, Law No. 40/2007 Using the cases of CSR during the earthquake in Jogjakarta, which was before the enactment of the Law, the objective of this paper is to investigate whether CSR leads to a decrease in competitiveness. In this paper, the objective is achieved by examining the models of beliefs, attitudes, and purchase intentions of consumers toward a company implementing CSR.On May 27, 2006, at approximately 05:59 a.m., an earthquake of 5.6 Richter scale damaged Yogyakarta and the surrounding areas. The results of the preliminary assessment on the damages and losses of an early morning earthquake in the provinces of DIY and Central Java revealed that the earthquake killed more than 5,716 people, injured 37,927 people, destroyed 240,396 houses, as well as resulted in disruption of local economic activities.