Kegiatan Community Development Melalui Nutrihub dalam Membangun Citra Perusahaan PT. Nutrifood Indonesia

Abstract

The study "Community Development Activities Through Nutrihub in Building PT. Nutrifood Indonesia's Corporate Image" aims to evaluate the strategy of implementing the tagline "Connect, Collaborate, and Innovate" in Nutrihub's community development activities and its impact on the corporate image of PT. Nutrifood Indonesia. The implementation of this tagline has proven effective in executing community development programs and enhancing PT. Nutrifood Indonesia's positive image in the public eye. This research is grounded in theories of community development and corporate image, employing a descriptive qualitative method. Data were collected through in-depth interviews with five informants: two Nutrihub staff members responsible for fostering collaborations and three representatives from communities that have previously collaborated with Nutrihub. The findings indicate that using the tagline "Connect, Collaborate, and Innovate" as a workflow strategy is effective. The process of building the company's image through community development activities involves stages of information capture (exposure), attention formation (attention), and comprehensive understanding (comprehension), ultimately shaping the company's image as an entity that cares about the environment, education, and public health, and actively supports local community initiatives.