WIJAYA, GUSTI MERIA YUDANI (2014) Analisis Program KAGUM Social Responsibility Dalam Pengembangan Corporate Image Hotel Grand Tjokro Yogyakarta. Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
ABSTRAK
Corporate Social Responsibility (CSR) adalah komitmen perusahaan atau dunia bisnis
untuk berkontribusi dalam pengembangan ekonomi yang berkelanjutan dengan
memperhatikan tanggung jawab sosial perusahaan dan menitikberatkan pada
keseimbangan antara perhatian terhadap aspek ekonomi, sosial, dan lingkungan. Citra
perusahaan akan semakin baik dimata masyarakat apabila dapat menunjukkan tanggung
jawab dan kepedulian terhadap lingkungan eksternal. Corporate Social Responsibility
diperlukan untuk menjaga keharmonisan hubungan antara perusahaan dengan lingkungan
sekitar. Corporate Social Responsibility yang dilaksanakan bersifat sukarela (voluntary)
dan juga bentuk kewajiban dari perusahaan (obligation).
Metode penelitian yang digunakan dalam menyusun skripsi ini adalah metode kualitatif.
Dengan pendekatan penelitian kualitatif bertujuan untuk mengembangkan pemahaman
yang mendalam mengenai sejauh mana program corporate social responsibility Hotel
Grand Tjokro Yogyakarta yaitu KAGUM Social Responsibility ini dapat meningkatan
citra positif perusahaan (corporate image).
Tujuan dilakukannya penelitian ini adalah untuk mengetahui seberapa besar pengaruh
corporate social responsibility terhadap corporate image Hotel Grand Tjokro
Yogyakarta. Dan dengan hasil yang didapatkan, dapat diketahui bahwa program
corporate social responsibility yang dilaksanakan membawa pengaruh besar terhadap
corporate image. Penelitian ini menghasilkan kesimpulan bahwa dengan melaksanakan
program corporate social responsibility Hotel Grand Tjokro Yogyakarta yaitu KAGUM
Social Responsibility membuat corporate image meningkat. Mendongkrak corporate
image merupakan salah satu goal Hotel Grand Tjokro Yogyakarta. Dengan implementasi
strategi yang bersifat karikatif dan filantropik ini membuat KAGUM Social Responsibility
semakin dipandang secara positif oleh masyarakat. Sebab ini merupakan bukti tanggung
jawab sosial perusahaan.
ABSTRACT
Corporate Social Responsibility (CSR) is a commitment of the company or business to
contribute to sustainable economic development with attention to corporate social
responsibility and focus on the balance between attention to economic, social, and
environmental. The company's image in the eyes of the public would be better if it can
demonstrate responsibility and concern for the external environment. Corporate Social
Responsibility is necessary to maintain harmonious relationship with the surrounding
environment. Corporate Social Responsibility is implemented voluntary and also the
shape of the company's liabilities.
The method used in this thesis is a qualitative method. With the approach of qualitative
research aims to develop a deep understanding of the extent to which corporate social
responsibility program Hotel Grand Tjokro Yogyakarta is KAGUM Social Responsibility
can increase the positive image of the company.
The purpose of this study was to determine how much influence the corporate social
responsibility of the corporate image Hotel Grand Tjokro Yogyakarta. And the results
obtained, it can be seen that the corporate social responsibility program conducted a large
impact on corporate image. This study concluded that by implementing corporate social
responsibility program Hotel Grand Tjokro Yogyakarta is KAGUM Social Responsibility
create increased corporate image. Boost the corporate image is one goal Hotel Tjokro
Grand Yogyakarta. With the implementation of the strategy and the caricature of this
philanthropic makes KAGUM Social Responsibility is increasingly viewed positively by
the public. Because this is a testament to the company's social responsibility.
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Eko Suprapti |
| Date Deposited: | 26 Oct 2016 07:31 |
| Last Modified: | 26 Oct 2016 07:31 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/8037 |
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