SOCIAL MARKETING STRATEGY AS IMPLEMENTATION OF CORPORATE SOCIAL RESPONSIBILITY (CSR) AT PT FREEPORT INDONESIA (A case study : of PTF’s effort in stopping deforestation in Modified Ajkwa Deposition Reclamation Area)

• Main Author: UBRA (NIM: 29109409); Pembimbing : Dr. Bambang Rudito, EMILLIA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18398
• Institution: Institut Teknologi Bandung

The presence of PT Freeport Indonesia (PTFI) as the biggest mining company for copper and gold in the world, picturing the richness of Indonesian natural resources, it has placed PTFI in an attractive position to be examined from various aspects, particularly highlighting its social responsibility (CSR). The question then, after operating for 40 years in Indonesia, and will continue its mining operation to 2041 as permitted by the Indonesian Government, how is the company' social responsibility as a corporate citizen? Does its presence give significant benefit to Indonesia and people surrounding. Community Development (Comdev), as one of CSR activities plays an important role for the success <br /> <br /> <br /> of the company’s CSR program.Usaha Mikro Kecil dan Menegah (UMKM) program,become a major issue to be research particularly active participation of the stakeholders in the process of planning, implementation and evaluation of the program. This program approach is able to respond basic problem of local people. Purpose of writing this thesis is to know the strategy implementation of PTFI's CSR through UMKM in handling tree cutting activity at ModAda reclamation area, understanding the problems and its challenges that the company has to face through this program. The thesis used qualitative approach in its descriptive study. Interviews were conducted with related internal parties. <br /> <br /> <br /> Result of the research shows that PTFI has placed its social marketing strategy as one of the company business strategy. From this research, it is suggested for PTFI to continue and increase the quality of the company's <br /> <br /> <br /> CSR program through UMKM, so the benefit can be maximized for present and future generation for local entrepreneur and PTFI. PTFI and LPMAK should also optimize the use of communication tools that are available, in order to create understanding on company and program's operations, including its related issues. For academic benefit, it is suggested to increase more research on various aspect of company's CSR that has extensive coverage, such as in a mining company. The completeness of the research in various CSR aspects will provide more references on practical knowledge of CSR.