The Impact of #NoStrawMovement KFC Indonesia as Corporate Social Responsibility Program Towards Corporate Image

Krisnatalia, Velia (2020) The Impact of #NoStrawMovement KFC Indonesia as Corporate Social Responsibility Program Towards Corporate Image. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Oleh: Velia Krisnatalia Penelitian dilatarbelakangi oleh isu sampah plastik di dunia yang mendorong perusahaan mengadakan program corporate social responsibility (CSR) untuk membantu dan bentuk pertanggung jawaban dalam mengatasi isu tersebut. Program CSR yang berfokus pada isu global dapat membangun good corporate image. Program CSR gerakan #NoStrawMovement KFC Indonesia dijalankan oleh PT. Fast Food Indonesia Tbk. Program tersebut menciptakan perubahan perilaku konsumen dalam menggunakan sedotan dengan jumlah penurunan penggunaan sebanyak 46 juta batang. Dampak besar ini membuat peneliti ingin mengetahui apakah terdapat pengaruh program CSR tersebut terhadap corporate image. Penelitian mengacu pada konsep dasar prinsip CSR dan komponen pembentukan image. Jenis penelitian ini adalah kuantitatif, sifat eksplanatoris, dan menggunakan metode survei, yaitu penyebaran kuesioner kepada 150 sampel dengan teknik purposive sampling. Hasil uji menunjukkan terdapat pengaruh positif program CSR gerakan #NoStrawMovement KFC Indonesia terhadap corporate image, yaitu 39,9%.

Item Type:	Thesis (Bachelor Thesis)
Keywords:	Tanggung Jawab Sosial Perusahaan, Citra Perusahaan, Program CSR gerakan #NoStrawMovement KFC Indonesia
Subjects:	300 Social Sciences > 300 Social sciences, sociology and anthropology > 302 Social interaction, Interpersonal interaction > 302.2 Communication 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.4 Executive Management > 654.408 Social Responsibility Management, CSR
Divisions:	Faculty of Communication > Strategic Communication
SWORD Depositor:	Administrator UMN Library
Depositing User:	Administrator UMN Library
Date Deposited:	04 Dec 2020 20:24
Last Modified:	27 Apr 2023 05:37
URI:	https://kc.umn.ac.id/id/eprint/14406

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