IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY BERBASIS COMMUNITY EMPOWERING MELALUI PROGRAM KAMPANYE KESELAMATAN BERKENDARA (Studi Kasus Pada Program I Wanna Get Home Safely! Di Pt Asuransi Adira Dinamika)

AMARILIES, SHITA (2018) IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY BERBASIS COMMUNITY EMPOWERING MELALUI PROGRAM KAMPANYE KESELAMATAN BERKENDARA (Studi Kasus Pada Program I Wanna Get Home Safely! Di Pt Asuransi Adira Dinamika). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Corporate Social Responsibility (CSR) is a program that held by the company as a form of social Responsibility. PT Asuransi Dinamika makes a driving safety campaign program as a form of implementation of the CSR program. the background to the implementation of this program is based on the high level of accidents on the highway which involves the motorbike user community as a source of CSR activities. This research was conducted to determine the implementation of CSR program at PT Asuransi Adira Dinamika with a safety drive campaign program "I Want to Get Home Safely" which empowers the community to participate in this program. This study uses a qualitative approach with case study method The data obtained by using observation, library research and in-depth interviews of key informants. The results of this study discuss the implementation carried out by companies related to the CSR " Safety Campaign Award 2017" activity program that involves the community,through participating communities, ranging from activity socialization, activity registration stages, implementation of activities to the final assessment stage. This study concludes that the public shows an active contribution to the implementation of CSR programs carried out by the company by collaborating with the community in the dissemination of CSR communication programs in driving safety campaigns "Safety Campaign Award 2017" Keyword : Communication, Public Relations,Corporate Social Responsibility Program CSR yang dilakukan oleh perusahaan merupakan bentuk tanggung jawab sosial terhadap masyarakat. PT Asuransi Dinamika melaksanakan program kampanye keselamatan berkendara sebagai bentuk implementasi dari program CSR. Tingginya tingkat kecelakaan dijalan raya menjadi latar belakang pelaksanaan program ini melibatkan komunitas pengguna motor sebagai penggerak kegiatan CSR. Penelitian yang dilakukan ini untuk mengetahui implementasi program Corporate Social Responsibility di PT Asuransi Adira Dinamika dengan program kampanye keselamatan berkendara “ I Wanna Get Home Safely” yang memberdayakan masyarakat untuk berpartisipasi dalam program ini. Penelitian ini menggunakan pendekatan kualitatif dengan tipe penelitian deskriptif. Metode penelitian yang digunakan adalah studi kasus dengan melakukan wawancara mendalam kepada narasumber. Hasil penelitian ini membahas tentang implementasi yang dilakukan oleh perusahaan terkait dengan program kegiatan CSR “Safety Campaign Award 2017” yang melibatkan masyarakat melalui komunitas yang berpartisipasi, mulai dari publikasi kegiatan, tahapan pendaftaran kegiatan, pelaksanaan implementasi kegiatan hingga tahap penilaian akhir. Penelitian ini menyimpulkan bahwa masyarakat menunjukan konribusi aktif pada kegiatan implementasi program CSR yang dilakukan oleh perusahaan Dengan cara bekerja sama dengan para komunitas dalam penyebaran komunikasi program CSR kampanye keselamatan berkendara “ Safety Campaign Award 2017” . Kata Kunci : Komunikasi, Public Relation,Corporate Social Responsibility

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