Peranan Corporate Social Responsibility (CSR) terhadap Citra Perusahaan di Kantor Telkom Regional I Sumatera

Abstract

The aim of this research is to determine the impact of Corporate Social Responsibility Programs (CSR) held by PT Telkom Indonesia on the corporate's image. The research conducted using qualitative method. This research was not meant to test a hypothesis, but to describe phenomena that emerge in the field. The qualitative method is used to determine the role of CSR programs held by PT Telkom Indonesia. The data derived from interview results, notes, articles and other relevant documents. The data analysis technique used in this research is the Miles and Huberman method, with activities including data reduction, data presentation and drawing conclusions. Based on interview results, the CSR programs held by PT. Telkom Indonesia is accordingly in line with the company's vision, mission and values. From company’s perspective about CSR programs, The company considers itself as part of society and they are part of company’s programs that must be carried out. This research concludes that the CSR programs held by PT Telkom Indonesia helps shaping the program recipient's perception of the company's image and because of the provided CSR programs made the recipients recognize PT Telkom Indonesia. Overall, the CSR programs held by PT. Telkom Indonesia play a role in shaping the company's branding and the programs recipients are helped by the CSR program held by PT. Telkom Indonesia.