CIKAPUNDUNG RIVERBANK REVITALIZATION AS THE IMPLEMENTATION OF CSR AND PROPOSED GREEN MARKETING PLAN PT.TELKOM

• Main Author: NOVIANA MUKTI (NIM : 29110411) Pembimbing : Drs. HERRY HUDRAYSAH, MA, FELISIA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18476
• Institution: Institut Teknologi Bandung

Telecommunication industry in Indonesia is one of industries with high growth and futuristic. In the era of digital world, telecommunication industry players vying to attract customers with sustainable innovation. Celuller products and service that increase quite rapidly, accounted for mostly revenue stream in telecommunication companies. Pt. Telekomunikasi Indonesia or Telkom is an important and big player in Indonesia telecommunication industry.Telkom is a State-Owned Enterprise (SOE) company engaged in telecommunication industry. When compared to others two SOE companies in same field, Telkom has now changed its core business to TIME (Telecomunication Information Media & Edutainment) with branch offices throughout indonesia. Headquarters is located in Bandung city and become the business center of all activities. Referred to its GCG (Good Corporate Governance), Telkom made the triple bottom line strategy as main strategy to enlarge its share in national, regional even international market.However, in marketing activities implementation, the strategy has not yet become a conduct core to of business activities. The focus of this thesis is to give idea of triple bottom line strategy implementation through a CSR (Corporate Social Responsibility) model for marketing „tools‟. The method used is green marketing plan approach because its same elements of triple bottom line. The implementation elements of the environment, social and economic will be redeemable in one are revitalization model. Considering of Telkom headquarters location, Bandung was the …. pilot project city toimprove company image. This good imaging led to sales an trust increases of consumers.Some corporate strategy, CSR concept and green marketing recommendations will be proposed in this thesis. New ideas generated in pilot project model of Cikapundung riverbank slums area revitalization which also an implementation of green marketing plan and triple bottom strategy of Telkom. Implementation plan and model consist of physic and non-physic revitalization that divide into 3 phases. In each phase, Telkom will be able to improve its strategy and good corporate image. This plan is a CSR model and also marketing plan indeed.