STRATEGI KOMUNIKASI PT. DJARUM MELALUI PROGRAM GALERI INDONESIA KAYA DALAM MEMPERTAHANKAN CINTA BUDAYA INDONESIA (Studi Kasus: Corporate Social Responsibility Djarum Foundation) Periode Januari 2017 s/d Juni 2017

ARIESTINA, MARGARETHA ADVENTY (2017) STRATEGI KOMUNIKASI PT. DJARUM MELALUI PROGRAM GALERI INDONESIA KAYA DALAM MEMPERTAHANKAN CINTA BUDAYA INDONESIA (Studi Kasus: Corporate Social Responsibility Djarum Foundation) Periode Januari 2017 s/d Juni 2017. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Implementation of CSR in the tobacco industry is not only a compliance but a social responsibility. The young generation which is currently oriented towards foreign culture, is one of PT Djarum's factors that is required to make CSR program about culture. In Indonesia, one aspect to consider is culture. This is important because Indonesia has a wealth of physical and non-physical culture that is being banged with the current conditions that are faced with the flow of globalization. But on the other hand globalization which also bring foreign cultures feared it would distort the local culture that culminate in the identity crisis A nation CSR program PT Djarum run based on corporate communication from Van Riel theory that connects between the application of corporate communication communication and corporate corporate communication strategy with identity that resulted in the expression of social identity.Melalui Djarum Bakti Budaya since 30 April 1986. Djarum Bakti Budaya program implemented by Yayasan Djarum shows CSR program PT. Djarum not only can be implemented to the company to communicate with the community around the company but CSR programs that have some benefits for the community, among others: take part in increasing awareness of the younger generation to better recognize and preserve the culture of Indonesia, helping provide a place for artists Indonesia to be creative , And retain cultural love in Indonesian society Keywords: Corporate Social Responsibility, PT. Djarum, Djarum Bakti Budaya, Communication Strategy, Galeri Indonesia Kaya

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