Aida Tannisa, . (2026) ANALISIS ISI KOMUNIKASI CORPORATE SOCIAL RESPONSIBILITY PADA INSTAGRAM PERUSAHAAN FAST MOVING CONSUMER GOODS SELAMA ISU BOIKOT KONFLIK ISRAEL-PALESTINA 2023. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The boycott issue against multinational companies due to the Israeli- Palestinian conflict in 2023 has a significant impact on the reputation and public trust, including on Fast Moving Consumer Goods (FMCG) companies such as Danone, Nestlé, and Unilever. In this crisis situation, companies need to demonstrate social and humanitarian commitment through Corporate Social Responsibility (CSR) communication. This study aims to analyze CSR themes communicated through FMCG companies' Instagram accounts based on Kotler & Lee indicators, namely cause promotion, corporate social marketing, corporate philanthropy, community volunteering, and socially responsible business practice. This study uses a quantitative method with a descriptive content analysis approach to 117 @danoneindonesia contents, 60 @nestle_indonesia contents, and 43 @unileveridn contents. The results of the intercoder reliability test using the Scott formula showed a reliability value of 0.90, which is included in the very high category. The results showed that 93% of posts from @danoneindonesia contained environmental education themes, 86% from @nestle_indonesia, and 90% from @unileveridn. The most dominant CSR themes were corporate social marketing and socially responsible business practices, while cause promotion, corporate philanthropy, and community volunteering were still low and needed improvement.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110411194] [Dosen Pembimbing: Uljanatunnisa] [Dosen Penguji 1: Maria Febiana Christanti] [Dosen Penguji 2: Dede Suprayitno] |
| Uncontrolled Keywords: | CSR communication, CSR themes, social media, content analysis, FMCG companies |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| 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: | AIDA TANNISA |
| Date Deposited: | 05 May 2026 03:42 |
| Last Modified: | 05 May 2026 03:42 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42913 |
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