PROSES KOMUNIKASI CORPORATE SOCIAL RESPONSIBILITY PT.KOMPAS GRAMEDIA DALAM MEMPERTAHANKAN CITRA PERUSAHAAN PADA PROGRAM BENTARA BUDAYA JAKARTA

ATSA, NINDA FEBY NABILA (2021) PROSES KOMUNIKASI CORPORATE SOCIAL RESPONSIBILITY PT.KOMPAS GRAMEDIA DALAM MEMPERTAHANKAN CITRA PERUSAHAAN PADA PROGRAM BENTARA BUDAYA JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Corporate Social Responsibility (CSR) Communication Process of PT. Kompas Gramedia in maintaining its corporate image in the Bentara Budaya Jakarta Program. The Corporate Social Responsibility (CSR) Communication Process Program in many companies is no longer focused only on maximizing profits economically, but is also increasingly considered important for companies that aim to provide social care to society. The Communication Process of Corporate Social Responsibility (CSR) at PT. Kompas Grame is in the fields of arts and culture, namely through the Bentara Budaya Jakarta program. This program serves as a liaison between PT. Kompas Gramedia and the community in maintaining the company's image. This research was conducted to determine the Corporate Social Responsibility (CSR) Communication Process of PT. Kompas Gramedia in maintaining its corporate image in the Bentara Budaya Jakarta Program. By using the theoretical basis of Corporate Social Responsibility (CSR), Maignan & Farrell defines corporate social responsibility. This study uses a qualitative approach with descriptive research type. The research method used is a case study by conducting in-depth interviews with informants. This research was conducted to determine the Corporate Social Responsibility (CSR) Communication Process of PT. Kompas Gramedia in maintaining its corporate image in the Bentara Budaya Jakarta Program. By using the theoretical basis of Corporate Social Responsibility (CSR), Maignan & Farrell defines corporate social responsibility. This study uses a qualitative approach with descriptive research type. The research method used is a case study by conducting in-depth interviews with informants. Keywords: Communication Process, Corporate Social Responsibility (CSR), image retention, Bentara Budaya Jakarta. Proses Komunikasi Corporate Social Responsibility (CSR) PT. Kompas Gramedia dalam mempertahan- kan citra perusahaan pada Program Bentara Budaya Jakarta. Program Proses Komunikasi Corporate Social Responsibility (CSR) di banyak perusahaan tidak lagi hanya berfokus dalam memaksimalkan keuntungan secara ekonomis, namun juga semakin dianggap penting bagi perusahaan yang bertujuan untuk kepedulian social kepada masyarakat. Proses Komunikasi Corporate Social Responsibility (CSR) pada PT. Kompas Grame- dia dalam bidang seni dan kebudayaan yaitu melalui program Bentara Budaya Jakarta. Program ini sebagai penghubung antara PT. Kompas Gramedia dengan masyarakat da- lam mempertahankan citra perusahaan. Penelitian ini dilakukan untuk mengetahui Proses Komunikasi Corporate Social Responsibility (CSR) PT. Kompas Gramedia dalam mempertahankan citra perusahaan pada Program Bentara Budaya Jakarta. Dengan menggunakan landasan teori Corporate Social Re- sponsibility (CSR) Maignan & farrell mendefinisikan corporate social responsibility. 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 mengenai Proses Komunikasi Corporate Social Responsibility (CSR) PT. Kompas Gramedia dalam mempertahankan citra perusahaan pada Program Bentara Budaya Jakarta. Program CSR tersebut memperkenalkan program melalui pentas music, pameran hingga workshop, pesan yang disampaikan dalam CSR ini un- tuk membantu dalam melestarikan dan memberikan pengetahuan mengenai seni dan budaya tradisional untuk masyarakat dan media yang digunakan untuk mempublikasi- kan kegiatan yaitu media cetak, media elektronik, media internal dan social media. Kata kunci : Proses Komunikasi, Corporate Social Responsibility (CSR), mempertahankan citra, Bentara Budaya Jakarta

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