ZHAFIRAH, HAURA (2025) IMPLEMENTASI CORPORATE SOCIAL RESPOSIBILITY JAPFA FOR KIDS DALAM MEMPERTAHANKAN CITRA PERUSAHAAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study examines the implementation of the Japfa for Kids program in maintaining the company's image in addressing environmental issues in the company's operational units. for this study. This program targets elementary school children with low and poor nutritional status at SDN Pabuaran 04 by contributing egg distribution, nutritious meals, PHBS education, and health monitoring related to students' nutritional status. The focus of this research is to answer the question of how Japfa for Kids' CSR implementation maintains the company's image. Accordingly, this research aims to determine the implementation of Japfa for Kids' CSR in maintaining the company's image. This research was conducted with a qualitative approach and used a case study method, based on the constructivism paradigm. Data were obtained through in-depth interviews and observations. This research examines the implementation of Japfa for Kids' CSR as a strategy in maintaining the company's image. The results of the study indicate that the purpose of implementing this program is due to cases of Triple Burden of Malnutrition or nutritional problems in children. The implementation of Japfa for Kids is carried out collaboratively between stakeholders. This program includes the distribution of omega eggs, exercise, nutritious meals, PHBS education in Japfa Healthy Day (HSJ) activities, weighing and measuring body weight (BH), and monthly meetings between teachers and parents. With this implementation, the community views the program as beneficial for improving children's nutrition. The implementation of this program can increase positive perceptions and maintain the company's image in the eyes of stakeholders as a socially conscious animal protein producer, thereby strengthening the company's image. Keywords: Implementation of CSR programs, Collaborative Communication, Stakeholders, Image Penelitian ini mengkaji implementasi program Japfa for Kids dalam mempertahankan citra perusahaan dalam menghadapi isu lingkungan pada unit operasional perusahaan. untuk penelitian ini. Program ini menargetkan anak-anak sekolah dasar yang memiliki status gizi rendah dan buruk di SDN Pabuaran 04 dengan memberikan kontribusi pembagian telur, makan bergizi, edukasi PHBS, dan monitoring kesehatan terkait status gizi siswa. Fokus penelitian ini adalah untuk menjawab pertanyaan bagaimana implementasi CSR Japfa for Kids Dalam Mempertahankan Citra Perusahaan? Sejalan dengan itu, penelitian ini bertujuan untuk mengetahui implementasi CSR Japfa for Kids dalam mempertahankan citra perusahaan. Penelitian ini dilakukan dengan pendekatan kualitatif dan menggunakan metode studi kasus, berlandaskan paradigma konstruktivisme. Data diperoleh melalui teknik wawancara dan observasi mendalam. Penelitian ini melihat adanya implementasi CSR Japfa for Kids sebagai strategi dalam mempertahankan citra perusahaan. Hasil penelitian menunjukkan bahwa tujuan adanya implementasi program ini karena terdapat kasus tentang Triple Burden of Malnutrition atau permasalahan gizi pada anakanak. Implementasi Japfa for Kids dilaksanakan dengan kolaboratif antar stakeholders. Program ini mencakup pembagian telur omega, senam, makan bergizi, edukasi PHBS dalam kegiatan Hari Sehat Japfa (HSJ), penimbangan dan pengukuran bb tb, dan juga pertemuan bulanan guru dan orang tua. Dengan adanya implementasi tersebut, masyarakat memandang program tersebut bermanfaat untuk perbaikan gizi anak-anak. Implementasi program ini dapat meningkatkan persepsi positif dan mempertahankan citra perusahaan di mata stakeholder sebagai perusahaan produksi sumber protein hewani yang peduli sosial, sehingga dapat memperkuat citra perusahaan. Kata Kunci : Implementasi program CSR, Komunikasi Kolaboratif, Stakeholders, Citra
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44222010080 |
| Uncontrolled Keywords: | Implementasi program CSR, Komunikasi Kolaboratif, Stakeholders, Citra |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.6 Communication Psychology/Psikologi Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 10 Jan 2026 05:28 |
| Last Modified: | 10 Jan 2026 05:28 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100512 |
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