ANALYSIS OF CORPORATE SOCIAL RESPONSIBILITY (CSR) IMPLEMENTATION AGAINST BRAND IMAGES (Case Study in Omaba (Ojeg Makanan Balita) Kelurahan Cisaranten Kidul, Kecamatan Gedebage, Kota Bandung)

• Main Author: Aziz Hakim, Rais
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40660
• Institution: Institut Teknologi Bandung

The existence of corporate social responsibility has a function to get a good positive image of the community, giving rise to good cooperation between the community and the company. To realize a positive image in the community, PT Pertamina works with the community in Gedebage District to carry out corporate social responsibility activities. Therefore the Omaba program (Toddler Food Ojeg) was created. The Omaba program has been going on for 5 years but the company's image in the eyes of the public has not shown significant changes. Therefore, it needs an evaluation to find out how the condition of PT Pertamina's brand image in the eyes of the public related to the Omaba program. In addition, there is also a need for a reason or factor from the CSR program that affects PT Pertamina's brand image. Furthermore, how is the relationship of these factors so that it can influence PT Pertamina's brand image. Using the rapid ethnography method and analyzing using the method from Spradley, the researcher observed and interviewed 8 respondents from the recipients of the Omaba program for the last year or in 2018. In this study, there were various perceptions of society, including ordinary perceptions only, good perceptions, and very good perceptions. The public perception arises because of the encouragement of fulfilling the needs of the community, the needs of the community that must be met including the economic needs and needs of toddlers. The fulfillment of these needs was attempted to be met by the Omaba program with PT Pertamina. So from that related to the Omaba program came the factors of the Omaba program that influenced people's perceptions or brand image that came from fulfilling community needs, these factors including portion, menu variation, service delivery, and frequency. These factors are related to the perception of PT Pertamina's program and brand image, the better these factors are, the more public needs will be fulfilled, and the more fulfilled people's needs will further improve public perceptions regarding Omaba's programs and organizers, and the public perception will be forming the company's brand image. Apart from these factors, the researchers also found out that there was a socialization program that served as a catalyst for achieving information related to the Omaba program and companies that supported the Omaba program. The program socialization was very useful to provide understanding to the community regarding the company and this led to the recall of the Omaba and PT Pertamina programs as supporters of the Omaba program. Therefore, the community became more familiar with and considered both the organizers of the Omaba and PT Pertamina programs as supporters of the Omaba program.