Strategi membangun citra perusahaan melalui pendekatan corporate social responsibility (CSR): Studi pada PT. Kusuma Satria Dinasasri Wisatajaya Kota Batu

INDONESIA: Dalam dunia kompetitif diharuskan bagi setiap perusahaan untuk mampu bersaing dan bertahan melalui strategi yang dijalankan oleh setiap perusahaan. Strategi yang sedang banyak diperbincangkan di kalangan publik saat ini adalah strategi melalui kegiatan CSR (Corporate Social Responsibility) dikarenakan kegiatan CSR yang dilakukan dapat menciptakan Brand Differentiation. Penelitian ini bertujuan untuk mengkaji strategi perusahaan melalui pendekatan CSR dalam membangun citra perusahaan serta untuk mengetahui dampak Implikasi pelaksanaan program CSR guna membangun citra perusahaan . Penelitian ini dilakukan dengan menggunakan analisis deskriptif kualitatif dengan menggunakan metode pengumpulan data wawancara, dokumentasi dan observasi serta menggunakan uji keabsahan data Triangulasi data. Dari hasil analisis diketahui bahwa strategi CSR yang digunakan oleh PT. Kusuma Satria Dinasasri Wisatajaya guna membangun citra perusahaan melalui program kegiatan CSR diantaranya: (Corporate Philanthropy, Community Volunteering, Socially responsible Business Practice (Community Development)) yang mana program kegiatan CSR yang dilakukan telah sampai pada tahap adopsi CSR ketiga, dengan menggunakan motif CSR profit dan people serta menggunakan model kegiatan CSR keterlibatan langsung dan bermitra dengan pihak lain. Selain itu berdasarkan hasil wawancara dengan informan diketahui bahwa implikasi pelaksanaan kegiatan CSR berdampak positif dalam membangun citra perusahaan PT. Kusuma Satria Dinasasri Wisatajaya. ENGLISH: In competitive the world to be necessitated for one each company for can compete and last via strategy that carried on by one each company. strategy that be there are many is talked among current public is strategy through CSR'S activity. because of activity CSR who is done gets to create Brand differentiation. This research intent for work through business strategy that carried on by corporate via CSR'S approaching in build corporate image and to know performing Implication CSR programs. This research is done by use of analisis descriptive kualitatif by use of interview data collecting method, documentation and observation and utilizes authenticity Triangulation data. The analisis's result that CSR'S strategy that utilized by Kusuma Satria Dinasasri Wisatajaya Firm in build corporate image its one of pass through CSR'S activity programs amongst those: (Corporate Philanthropy, Community Volunteering, Socially responsible Business Practice (Community Development)) which CSR'S activity programs that is done came up CSR'S adoption phase third, by use of motif CSR profit and people and utilizes activity model CSR'S direct involvement and gets partner with side other. Besides bases interview result that acknowledged CSR activity performing that implication have impacted positive in build corporate image Kusuma Satria Dinasasri Wisatajaya Firm.

Name dc:type.qualificationname

other

Level dc:type.qualificationlevel

undergraduate

Grantor dc:publisher.institution

Universitas Islam Negeri Maulana Malik Ibrahim

Year dc:date.issued

2014

Author dc:creator

• Priwinarti, Tri Erna

• 150503 Marketing Management (incl. Strategy and Customer Relations)

Language dc:language

id, en, ar