COMMUNITY PERCEPTION TOWARDS BANDUNG ZOOLOGICAL ACTIVITIES (A CASE STUDY OF CORPORATE SOCIAL RESPONSIBILITY AT THE BANDUNG ZOOLOGICAL GARDEN)

• Main Author: Sultan Dinul Adli, Amas
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53757
• Institution: Institut Teknologi Bandung

Community perception of corporations is an important factor in how the corporate relationship with the surrounding community and how corporations treat the impact of the corporation on the surrounding community. Bandung Zoological Garden is a tourism industry which has regional proximity to the Lebak Siliwangi community, especially hamlet 07 and hamlet 08. Corporate social responsibility is an important part of building good relationships with the surrounding community. This study aims to determine the causes of negative perceptions from the community towards the Bandung Zoological Garden, especially in hamlet 07 and hamlet 08. This study used a qualitative approach through the Yin case study method (Yin: 2013). This case study was to explain cases coherently and clearly with 3 analyzes, namely pattern matching, making explanations, and time series analysis. The results of this study indicated that corporate responsibility affected corporate reputation, corporate image, and social legitimacy. This had led to a negative perception of the Bandung Zoological Garden due to the inadequacy of the Bandung Zoological Garden in making corporate responsibility programs and policies that tend to harm the surrounding community.