IMPLEMENTASI STRATEGI KOMUNIKASI CSR UNTUK MEMPERTAHANKAN REPUTASI PERUSAHAAN (STUDI DESKRIPTIF PEMBANGUNAN RUMAH SAKIT PT IMIP DI BAHODOPI MOROWALI TAHUN 2022)

KARTIKANINGRUM, DITA (2023) IMPLEMENTASI STRATEGI KOMUNIKASI CSR UNTUK MEMPERTAHANKAN REPUTASI PERUSAHAAN (STUDI DESKRIPTIF PEMBANGUNAN RUMAH SAKIT PT IMIP DI BAHODOPI MOROWALI TAHUN 2022). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Reputasi saat ini semakin penting untuk menjaga keberlangsungan perusahaan. PT Indonesia Morowali Industrial Park merupakan perusahaan pengelola kawasan industri pertambangan khususnya bahan mineral nikel di daerah Morowali, Sulawesi Tengah. Reputasi yang dimiliki PT IMIP dapat dikatakan baik karena proses komunikasi antar masyarakat dan perusahaan yang terjalin baik, namun tidak dipungkiri bahwa masih banyak stigma negatif yang beredar dikalangan masyarakat dengan adanya proses penambangan nikel didaerah mereka Strategi komunikasi yang benar dapat membantu PT IMIP mempertahankan reputasi yang sudah dibangun, salah satunya yaitu melalui program-program CSR, diharapkan program tersebut dapat mempertahankan reputasi perusahaan. Konsep CSR oleh Coombs dan Holladay (2012) adalah konsep triple bottom line yang dikemukakan oleh John Elklinton yaitu memiliki tiga landasan utama jika sebuah perusahaan ingin sustainable yaitu, selain mengejar keuntungan (profit), perusahaan juga harus memperhatikan kesejahteraan masyarakat (people) dan mempertahankan kelestarian lingkungan terutama lingkungan sekitar perusahaan beroperasi (planet). Hal ini menunjukan adanya konektivitas antara kepedulian masyarakat, menjaga keseimbangan lingkungan dan upaya mencapai laba perusahaan. Penelitian ini bertujuan mengetahui implementasi strategi komunikasi CSR yang dilakukan PT IMIP untuk mempertahankan reputasi perusahaan. Metode penelitian yang digunakan adalah kualitatif deskriptif dimana penerapannya dalam penelitian ini yaitu dengan melakukan wawancara mendalam dengan narasumber, mencari referensi buku, serta artikel-artikel yang dirilis oleh perusahaan melalui sosial media. Menurut hasil penelitian menunjukan bahwa implementasi strategi komunikasi CSR yang dilakukan oeh humas PT IMIP adalah dengan membangun kerjasama dengan masyarakat sekitar, seperti melibatkan masyarakat dalam perencanaan dan pelaksanaan program CSR, Salah satu program CSR yang dibuat PT IMIP untuk mempertahankan reputasi perusahaan adalah melalui pembangunan RS Bahodopi Kata kunci : reputasi, CSR, strategi komunikasi, public relations Reputation today is increasingly important to maintain the sustainability of the company. PT Indonesia Morowali Industrial Park (IMIP) is a company managing a mining industrial area, especially nickel mineral materials in the Morowali area, Central Sulawesi. The reputation of PT IMIP can be said to be good because the communication process between the community and the company is well established, but it is undeniable that there are still many negative stigmas circulating among the community with the nickel mining process in their area. The correct communication strategy can help PT IMIP maintain the reputation that has been built, one of which is through CSR programs, it is hoped that the program can maintain the company's reputation. The concept of CSR by Coombs and Holladay (2012) is the triple bottom line concept proposed by John Elklinton, which has three main foundations if a company wants to be sustainable, namely, in addition to pursuing profit (profit), the company must also pay attention to the welfare of the community (people) and maintain environmental sustainability, especially the environment around the company operates (planet). This shows the connectivity between community care, maintaining environmental balance and efforts to achieve corporate profits. This research aims to find out the implementation of CSR communication strategies by PT IMIP to maintain the company's reputation. The research method used is descriptive qualitative where the application in this research is by conducting in-depth interviews with sources, looking for book references, and articles released by the company through social media. According to the results of the study showed that the implementation of CSR communication strategies carried out by PT IMIP's public relations is to build cooperation with the surrounding community, such as involving the community in the planning and implementation of CSR programs, One of the CSR programs made by PT IMIP to maintain the company's reputation is through the construction of Bahodopi Hospital. Key word : reputation, CSR, communication strategic, public relations

Item Type: Thesis (S1)
NIM/NIDN Creators: 44221110007
Uncontrolled Keywords: reputation, CSR, communication strategic, public relations
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: MELATI CAHYA FITRIANI
Date Deposited: 31 Aug 2023 07:35
Last Modified: 31 Aug 2023 07:35
URI: http://repository.mercubuana.ac.id/id/eprint/80277

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