Mubarok, Sulaiman (2026) Komunikasi CSR Astra Dalam Program Pemberdayaan UMKM Melalui Yayasan Dharma Bhakti Astra. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.
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Abstract
This research is motivated by the importance of the Corporate Social Responsibility (CSR) communication process in supporting the success of the Micro, Small, and Medium Enterprises (MSMEs) empowerment program. The study aims to analyze Astra's CSR Communication process in the MSME Empowerment Program through the Astra Dharma Bhakti Foundation. The study uses Irawan's (2025) CSR communication process theory which includes planning, implementation, and evaluation of communication. The method used is qualitative research with a case study approach. Data were obtained through in-depth interviews, observation, documentation, and literature studies, then analyzed using the Miles, Huberman, and Saldana model with source triangulation techniques to test the validity of the data. The results of the study indicate that the CSR communication process is implemented in a structured manner through setting communication objectives, mapping and prioritizing stakeholders, preparing easily understood messages, selecting appropriate media, implementing interactive communication, and evaluating using the Astra PICA Review approach and the AMEC framework. The success of communication is demonstrated by increased strategic collaboration with various stakeholders, sustainable partnerships, and achieving collaboration targets that exceed organizational performance indicators in supporting MSME empowerment.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Hartini, Tin 0415077901 |
| Keywords / Kata Kunci: | Corporate Social Responsibility (CSR), CSR communication, MSME empowerment, Yayasan Dharma Bhakti Astra. |
| Subjects: | Public Relations Ilmu Komunikasi |
| Faculty: | Fakultas Komunikasi Sastra dan Bahasa > Ilmu Komunikasi S1 |
| Depositing User: | Mr. Sulaiman Mubarok |
| Date Deposited: | 10 Nov 2026 08:08 |
| Last Modified: | 10 Nov 2026 08:08 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/10723 |
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