Pelaksanaan Corporate Social Responsibility (CSR) sebagai Upaya dalam Meningkatkan Citra Perusahaan (Studi pada PT. Darmasindo Inti Karet Tebing Tinggi)

Abstract

Corporate social Responsibility (CSR) is a hot issue already for businesses. One of the advantages of CSR is that it improves the corporate image. One of an organization's most valuable assets is its corporate image. The corporate image is related to the corporation's image in order to create a good image which is approved by the public. PT. Darmasindo Inti Karet Tebing Tinggi is one of the corporations that has implemented CSR as a strategy for improving the corporate image. The aim of the research is to analyze how PT. Darmasindo Inti Karet Tebing Tinggi has implemented Corporate Social Responsibility (CSR) in an attempt to improve the corporate image. The research took a descriptive approach and used qualitative methods. The data collection techniques were carried out by interview, observation, literature review, and documentation. The data analysis was carried out by data reduction, data display, and conclusions drawing. The results of the research revealed that the implementation of the PT. Darmasindo Inti Karet Tebing Tinggi programs has three main focal areas: social, economic, and environmental. PT. Darmasindo Inti Karet Tebing Tinggi's CSR programs are based on the direct involvement and partnership model, and the principle of sustainability. Category of CSR programs implemented by PT. Darmasindo Inti Karet Tebing Tinggi is a category of Corporate Social Marketing, Corporate Philanthropy, and Socially Responible Business Practices program. The implementation of Corporate Responsibility Social PT. Darmasindo Inti Karet Tebing Tinggi consists of planning, implementation, evaluation, and reporting. Implementation of Corporate Social Responsibility (CSR) at PT. Darmasindo Inti Karet Tebing Tinggi has responded positively by the community and it has proven to be improving the corporate image.