CSR Strategy of PT SAT, Tbk in Maintaining The Company's Image
DOI:
https://doi.org/10.37535/1050042202510Keywords:
Corporate Social Responsibility, Public Relations, Strategy of Corporate Social Responsibility, Triple Bottom Line, Corporate ImageAbstract
Corporate Social Responsibility is the company's commitment to improve the quality of life and the environment that is beneficial to the company and society in general. Corporate Social Responsibility is carried out by a Public Relations to obtain the company's image. This study aims to describe the strategies and obstacles of PT Sumber Alfaria Trijaya Tbk's Corporate Social Responsibility (CSR). The paradigm of this research is post-positivism. This type of research is descriptive qualitative. The research method is a case study using interview data collection techniques. Data analysis in this study is data reduction, data presentation, and drawing conclusions. The results of the study show that PT Sumber Alfaria Trijaya Tbk's Corporate Social Responsibility strategy focuses on profit, people, planet, each of which has a different strategy. Profit is made by forming Alfamart Care which aims to communicate sympathy in the form of raising donations, donating goods, and donating blood. People is carried out by forming Alfamart Smart and Alfamart SMEs, which aim to provide educational scholarships for elementary, middle, high school/vocational schools and provide the Alfamind application to facilitate communication between MSME players and buyers. Planet is done by forming Alfamart Clean and Energy which aims to campaign to stop using plastic bags, and tree planting campaigns in areas with less absorption to mitigate natural disasters. Obstacles in implementing Corporate Social Responsibility are ineffective communication channels where innovation information cannot reach all heterogeneous publics.
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