Aktivitas Branding dengan Triple Bottom Line: Analisis Program Corporate Social Responsibility (CSR) Hotel Santika Mataram

Muhammad Rahmatul Burhan, Sandra Ligia Sari, Muhammad Rio Jumadinata

Abstract


Hotel Santika Mataram secara konsisten melakukan CSR. Mengingat pentingnya CSR sebagai salah satu langkah strategi branding perusahaan, masalah yang disoroti ialah apakah CSR yang dilakukan memenuhi aspek Triple Bottom Line. Sehingga penelitian ini bertujuan mengidentifikasi hal tersebut. Penelitian ini dilakukan dengan Studi Kasus yang menggunakan interactive model sebagai analisis data. Hasil menunjukkan kegiatan CSR yang dilakukan Hotel Santika Mataram lebih berorientasi pada aspek sosial atau aspek People dalam Triple Bottom Line. Aspek Planet dan Profit tetap dilaksanakan dengan frekuensi yang tidak dominan. Saran yang direkomendasikan dengan membentuk tim CSR khusus untuk menunjukkan komitmen perusahaan kepada khalayak sehingga dapat meningkatkan citra positif perusahaan.


Keywords


Branding, CSR, Triple Bottom Line.

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DOI: https://doi.org/10.31764/jabb.v5i1.23046

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