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) |
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | 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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