Rafael Ryan Abraham, . (2025) MEMBANGUN CITRA POSITIF MELALUI KOMUNIKASI CSR: STUDI PADA PILAR KESEHATAN PROGRAM MNC PEDULI PEJUANG KANKER. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to understand how CSR MNC Peduli’s communication activities influence the company's positive image and how CSR communication through digital media helps build that image. This study uses a qualitative descriptive research method. The theory used in this research is the Computer Mediated Communication (CMC) theory, utilizing both primary and secondary data sources. Sampling techniques were carried out through observation of CSR activities, interviews, documentation, and samples from official MNC Group sources. The researcher gathered information from several informants directly involved in the company’s activities and analyzed the CSR communication using the CMC theory. The researcher analyzed the results by categorizing the CSR communication findings based on the characteristics of CMC theory, namely Media Richness, Social Presence, and Hyperpersonal Communication, to understand how CSR communication using CMC theory can build a positive corporate image. The data analysis technique used in this research includes data collection, data presentation, and the conclusion/verification stage. The results show that CSR communication activities supported by digital media have a significant impact on the formation, improvement, and maintenance of a positive corporate image through the use of CMC theory characteristics as indicators in composing CSR communication messages. In this context, MNC Group applies a deeper understanding of CMC theory as a benchmark for the success of its health-focused CSR programs.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910411264] [Pembimbing: Yani Hendrayani] [Penguji 1: Azwar] [Penguji 2: Vinta Sevilla] |
| Uncontrolled Keywords: | Corporate Social Responsibility, CSR Communication, MNC Group, CSR MNC Peduli, Cancer Survivor Care Program |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology H Social Sciences > HV Social pathology. Social and public welfare L Education > LG Individual institutions (Asia. Africa) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | RAFAEL RYAN ABRAHAM |
| Date Deposited: | 29 Aug 2025 10:59 |
| Last Modified: | 29 Aug 2025 10:59 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39845 |
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