YUSUF, ILHAM (2025) PENGELOLAAN PROGRAM CORPORATE SOCIAL RESPONSIBILITY DALAM MEMBANGUN CITRA PERUSAHAAN (Studi Kasus pada Program CSR Renovasi Mushola Nurul Hikmah oleh PT. Jaya Bersama Saputra Perkasa). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Corporate Social Responsibility (CSR) is a corporate communication strategy to build relationships with the community and a positive image. PT Jaya Bersama Saputra Perkasa implemented a CSR program in the form of renovating the Nurul Hikmah Mosque in Kampung Cijengir as a form of social concern and product introduction media. This study aims to determine how the management of the CSR program builds the company's image. The theories used in this study include the concept of CSR, Cutlip's Public Relations management theory, Elkington's Triple Bottom Line theory, and Zhang and Shirley Harrison's corporate image theory. This study uses a qualitative method with a case study approach. Data were collected through in-depth interviews and literature studies, analyzed using Miles and Huberman's interactive model, and tested using source triangulation. The results show that CSR management follows the stages of PR management, but is not yet sustainable and is not handled by a specific Public Relations division. Nevertheless, this program has a positive impact on the community and strengthens the company's image. This program also builds community participation and employee engagement, which strengthens the company's social relationships. This study can be used as a reference for strategic CSR management and contribute to the development of Public Relations science. Keywords: CSR, Public Relations, Corporate Image Corporate Social Responsibility (CSR) merupakan strategi komunikasi perusahaan dalam membangun hubungan dengan masyarakat dan citra positif. PT Jaya Bersama Saputra Perkasa melaksanakan program CSR berupa renovasi Mushola Nurul Hikmah di Kampung Cijengir sebagai bentuk kepedulian sosial dan media pengenalan produk. Penelitian ini bertujuan untuk mengetahui bagaimana pengelolaan program CSR tersebut dalam membangun citra perusahaan. Teori yang digunakan dalam penelitian ini meliputi konsep CSR, teori manajemen Public Relations dari Cutlip, teori Triple Bottom Line dari Elkington, serta teori citra perusahaan dari Zhang dan Shirley Harrison. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui wawancara mendalam dan studi kepustakaan, serta dianalisis dengan model interaktif Miles dan Huberman dan diuji dengan triangulasi sumber. Hasil penelitian menunjukkan bahwa pengelolaan CSR mengikuti tahapan manajemen PR, namun belum berkelanjutan dan belum ditangani oleh divisi Public Relations khusus. Meski begitu, program ini berdampak positif bagi masyarakat dan memperkuat citra perusahaan. Program ini juga membangun partisipasi masyarakat dan keterlibatan karyawan, yang memperkuat hubungan sosial perusahaan. Penelitian ini dapat menjadi acuan pengelolaan CSR strategis dan berkontribusi pada pengembangan ilmu Public Relations. Kata Kunci: CSR, Public Relations, Citra Perusahaan
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