Strategi Corporate Social Responsibility dalam Pembentukan Citra Perusahaan (Studi pada Kegiatan CSR di PT. Wijaya Karya)

Dela Melinda Savila, Lusia Savitri Setyo Utami
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Abstract

This study aims to determine the strategy of the Corporate Social Responsibility program conducted by Public Relations at PT Wijaya Karya in shaping a positive corporate image. The approach used in this research is qualitative with the case study research method. A qualitative approach was taken to find out the perspective of the object of research more deeply and be able to get to know the person (subject) personally and see them develop their own definition of this world and be able to feel what they experienced in the struggle with everyday society. The strategy of the Corporate Social Responsibility program conducted by PT. Wijaya Karya consists of 4 WIKA pillars. Overall, the Corporate Social Responsibility program conducted by PT. Wijaya Karya has a role in shaping a positive company image because the activities carried out are very beneficial and sustainable. In addition, the communication that exists between the company and the community is very good in Corporate Social Responsibility activities so that the community gives a positive response to the project carried out by PT. Wijaya Karya.

Penelitian ini bertujuan untuk mengetahui strategi program Corporate Social Responsibility yang dilakukan Public Relations di PT Wijaya Karya dalam membentuk citra perusahaan yang positif. Pendekatan yang digunakan dalam penelitian ini adalah kualitatif dengan metode penelitian studi kasus. Pendekatan kualitatif dilakukan untuk mengetahui cara pandang objek penelitian lebih mendalam dan dapat mengenal orang (subjek) secara pribadi dan melihat mereka mengembangkan definisi mereka sendiri tentang dunia ini dan dapat merasakan apa yang mereka alami dalam pergulatan dengan masyarakat sehari-hari. Strategi program Corporate Social Responsibility yang dilakukan PT. Wijaya Karya terdiri dari 4 pilar WIKA. Secara keseluruhan program Corporate Social Responsibility yang dilakukan PT. Wijaya Karya berperan dalam pembentukan citra perusahan yang positif karen kegiatan yang dilakukan sangat bermanfaat dan berkelanjutan. Selain itu, komunikasi yang terjalin antara perusahaan dan masyarakat sangat baik dalam kegiatan Corporate Social Responsibility sehingga masyarakat memberikan respon yang positif terhadap proyek yang dilakukan oleh PT. Wijaya Karya.

Keywords

corporate social sesponsibility strategy; image; public relations

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