INTEGRASI MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY SEBAGAI CORPORATE COMMUNICATION STRATEGY (STUDI KASUS PADA PT AETRA AIR JAKARTA)

DEWI, RATRI MUSTIKA (2022) INTEGRASI MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY SEBAGAI CORPORATE COMMUNICATION STRATEGY (STUDI KASUS PADA PT AETRA AIR JAKARTA). S2 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
Text (HAL COVER)
01 Cover.pdf

Download (853kB) | Preview
[img]
Preview
Text (ABSTRAK)
02 Abstrak.pdf

Download (144kB) | Preview
[img] Text (BAB I)
03 Bab 1.pdf
Restricted to Registered users only

Download (177kB)
[img] Text (BAB II)
04 Bab 2.pdf
Restricted to Registered users only

Download (348kB)
[img] Text (BAB III)
05 Bab 3.pdf
Restricted to Registered users only

Download (156kB)
[img] Text (BAB IV)
06 Bab 4.pdf
Restricted to Registered users only

Download (655kB)
[img] Text (BAB V)
07 Bab 5.pdf
Restricted to Registered users only

Download (171kB)
[img] Text (DAFTAR PUSTAKA)
08 Daftar Pustaka.pdf
Restricted to Registered users only

Download (145kB)
[img] Text (LAMPIRAN)
09 Lampiran.pdf
Restricted to Registered users only

Download (246kB)

Abstract

PT Aetra Air Jakarta's (AETRA) Corporate Social Responsibility (CSR) program is carried out consistently. AETRA realizes that CSR is not only a compliance and philanthropic-based activity but a moral responsibility that always puts forward the vision and mission as a strategic step for the company. AETRA prioritizes management, organization and marketing activities that are integrated in CSR activities. This study aims to review strategic management and integration in AETRA's CSR activities. This research applies corporate communication theory to define how the overall communication framework starts from communication management, marketing communication and organizational communication. This research applies a post-positivist paradigm, a qualitative approach with a case study method. Data collection was carried out by in-depth interviews and triangulation of data sources. Based on the research results, it was found that the integration of marketing and CSR as a corporate communication strategy is to implement the 4 pillars that have been determined by management selecting the right audience and by conducting clean water education to increase customer satisfaction and build customer loyalty towards a sustainable business. Keywords: corporate social responsibility, social marketing, corporate communication Program Corporate Social Responsibility (CSR) PT Aetra Air Jakarta (AETRA) dijalankan secara konsisten. Perusahaan menyadari bahwa CSR tidak hanya sebagai kepatuhan dan aktivitas berbasis philanthropy melainkan tanggung jawab moral yang senantiasa mengedepankan visi dan misi sebagai langkah strategis perusahaan. AETRA mengedepankan aktivitas manajemen, organisasi dan pemasaran yang terintegrasi dalam aktivitas CSR. Studi ini bertujuan untuk meninjau manajemen strategis dan integrasi didalam aktivitas CSR AETRA. Landasan teori penelitian ini menggunakan teori komunikasi korporat untuk menjelaskan bagaimana kerangka komunikasi secara keseluruhan mulai dari manajemen komunikasi, komunikasi pemasaran dan komunikasi organisasi. Penelitian ini menggunakan paradigma post-positivis, pendekatan kualitatif dengan metode studi kasus. Pengumpulan data dilakukan dengan wawancara mendalam dan triangulasi sumber data. Berdasarkan hasil penelitian ditemukan bahwa integrasi marketing dan CSR sebagai corporate communication strategy adalah melaksanakan 4 pilar yang telah ditetapkan management dengan memilih khalayak yang tepat dengan melakukan edukasi air bersih untuk meningkatkan kepuasan pelanggan dan membangun loyalitas pelanggan menuju bisnis yang berkelanjutan. Kata kunci: tanggung jawab sosial perusahaan, pemasaran sosial, komunikasi perusahaan

Item Type: Thesis (S2)
Call Number CD: CD/552. 22 026
NIM/NIDN Creators: 55218110067
Uncontrolled Keywords: tanggung jawab sosial perusahaan, pemasaran sosial, komunikasi perusahaan
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: ELMO ALHAFIIDH PUTRATAMA
Date Deposited: 17 Oct 2022 06:38
Last Modified: 19 Oct 2022 01:42
URI: http://repository.mercubuana.ac.id/id/eprint/70519

Actions (login required)

View Item View Item