Persepsi Alumni Campus Leader Program terhadap Bakrie Center Foundation sebagai Lembaga Filantropi

Abstract

This study, titled "Perceptions of Campus Leader Program Alumni towards Bakrie Center Foundation as a Philanthropic Institution from the Perspective of Campus Leader Program Batch 7 Alumni in North Sumatra," aims to understand the perceptions formed towards Bakrie Center Foundation (BCF) as a philanthropic institution among Campus Leader Program (CLP) Batch 7 alumni in North Sumatra. This research employs a qualitative method using the public relations theory of corporate and identity perception. Data collection techniques include in-depth interviews, and data analysis utilizes flow chart techniques.The findings indicate that CLP Batch 7 alumni in North Sumatra have limited knowledge of BCF as a philanthropic institution. However, BCF has a strong corporate identity with firmly held philanthropic values. The simplicity of the BCF logo makes it easily recognizable and memorable. Additionally, the communication established between BCF and the interns is considered very good and responsive, creating a comfortable and warm internship atmosphere. These findings suggest that, despite the lack of in-depth understanding about BCF, the corporate identity and philanthropic values instilled have successfully created a positive impression among the alumni.