Luthfi Afdhal, Muhammad (2024) ANALISIS IMPLEMENTASI KONSEP CREATING SHARED VALUE DALAM KOMUNIKASI CSR PT. BANK RAKYAT INDONESIA (Studi Kasus Program TJSL BRI PedulI). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to describe the implementation of the Creating Shared Value (CSV) concept in CSR communication efforts by PT Bank Rakyat Indonesia in the BRI Peduli TJSL Program. This research adopts a qualitative approach and focuses more on understanding the processes and impacts produced by CSR implementation.). The subjects in this research are individuals who meet these criteria. They are individuals involved in PT's "BRIliant Young Entrepreneur" program. Bank Rakyat Indonesia, especially from the Public Relations section who is responsible for implementing this program. In this research, the researcher chose to use a data collection method in the form of in-depth interviews (intensive/depth interviews). Apart from using in-depth interviews, researchers also adopted observation techniques in this research. The research results show that PT. Bank Rakyat Indonesia supports the development and progress of the growth of micro, small and medium enterprises (MSMEs) in the country, including by carrying out and organizing several activities and programs that focus on improving the quality of business actors, one of which is through the BRIliant Young Entrepreneur (PMB) program. The implementation of CSV in CSR in the BRI Peduli TJSL program has implemented the concept of sustainability in every MSME business. This causes MSMEs who take part in these activities to feel the impact of increasing their business. The impact felt by Bank BRI is in terms of increasing financing needs from business activities carried out by the MSMEs involved, and increasing the image of Bank BRI in the eyes of the public.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mendeskripsikan implementasi konsep Creating Shared Value (CSV) dalam upaya komunikasi CSR oleh PT Bank Rakyat Indonesia dalam Program TJSL BRI Peduli. Penelitian ini mengadopsi pendekatan kualitatif dan lebih berfokus pada pemahaman terhadap proses dan dampak yang dihasilkan oleh implementasi CSR.). Subjek dalam penelitian ini adalah individu yang memenuhi kriteria-kriteria tersebut. Mereka adalah individu yang terlibat dalam program "Pengusaha Muda BRIliant" PT. Bank Rakyat Indonesia, khususnya dari bagian Public Relations yang bertanggung jawab atas pelaksanaan program ini. Dalam penelitian ini, peneliti memilih untuk menggunakan metode pengumpulan data berupa wawancara mendalam (intensive/depth interview). Selain menggunakan wawancara mendalam, peneliti juga mengadopsi teknik observasi dalam penelitian ini. Hasil penelitian menunjukkan bahwa PT. Bank Rakyat Indonesia mendukung dalam pengembangan dan kemajuan pertumbuhan pelaku usaha mikro kecil menengah (UMKM) di Tanah Air, diantaranya dengan melakukan dan menyelenggarakan beberapa kegiatan dan program yang berfokus pada peningkatan kualitas dari para perlaku usaha salah satunya melalui program Pengusaha Muda BRIliant (PMB). Implementasi CSV dalam CSR di program TJSL BRI Peduli telah menerapkan konsep keberlanjutan dalam setiap usaha UMKM. Hal ini menyebabkan para UMKM yang mengikuti kegiatan tersebut merasakan dampak dari pada peningkatan usahanya. Dampak yang dirasakan oleh Bank BRI adalah dalam segi peningkatan kebutuhan pembiayaan dari kegiatan bisnis yang dilakukan oleh para UMKM yang terlibat, dan menambah citra Bank BRI di mata publik. | |||||||||
| Uncontrolled Keywords: | Creating Shared Value,CSR,BRI. Creating Shared Value,CSR,BRI | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Muhammad Luthfi Afdhal Dedi Saparudin | |||||||||
| Date Deposited: | 04 Oct 2024 09:22 | |||||||||
| Last Modified: | 04 Oct 2024 09:22 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/42665 |
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