i ABSTRAK
Azas Suryo Prayogi. 210110080087. Corporate Social Responsibility “1 Coin 1 Leaf” oleh CV. Maicih. Dr. Yanti Setianti, M.Si, sebagai dosen pembimbing utama dan Yustikasari S.Sos., M.I.Kom, sebagai pembimbing pendamping. Hubungan
Masyarakat. Fakultas Ilmu Komunikasi. Universitas Padjadjaran.
Tujuan dari penelitian ini adalah untuk mengetahui latar belakang, pelaksanaan, dan mekanisme evaluasi dari ke-efektifan hasil akhir pada corporate social responsibility (CSR) “1 Coin 1 Leaf” yang diselenggarakan oleh CV. Maicih.
Penelitian ini menggunakan metode kualitatif dengan pendekatan studi deskriptif. Data penelitian diperoleh dari observasi, wawancara, studi pustaka dan penelusuran data online yang berkaitan dengan kampanye corporate social responsibility, khususnya yang berhubungan dengan “1 Coin 1 Leaf”.
Hasil penelitian, latar belakang CV. Maicih melakukan corporate social responsibility (CSR) “1 Coin 1 Leaf” dikarenakan rasa sadar diri akan konsumsi produk yang menghasilkan sampah kepada lingkungan yang akan menghasilkan dampak negatif kepada lingkungan hidup. Pada pelaksanaan CSR diketahui bahwa mitra kerja amat berperan dan komunikasi secara efektif dilakukan pada seluruh elemen yang terkait dalam CSR tersebut. Pada evaluasi ke-efektifan hasil dibuktikan bahwa CSR berjalan dengan respon positif dari target sasarannya yang juga mempengaruhi meningkatnya pemasaran produk.
ii ABSTRACT
Azas Suryo Prayogi. 210110080087. Corporate Social Responsibility “1 Coin 1 Leaf” by CV. Maicih. Dr. Yanti Setianti, M.Si, as primary lecturer and Yustikasari, S.Sos., M.I.Kom, as assistant lecturer. Public Relations. Communication Science
Faculty. Padjadjaran University.
The purpose of this research to determine background, implementation, and
evaluation mechanism from the result of effectiveness in corporate social
responsibility (CSR) “I Coin 1 Leaf” which held by CV.Maicih. This research uses
qualitative method with descriptive study approach. This research data were
obtained from observation, interviews, library research, and online data retrieval
related to corporate social responsibility campaign, especially related to “1 Coin 1
Leaf.”
Result of the research, the reason CV Maicih used “1 Coin 1 Leaf” corporate
social responsibility because of realizing about product consumption creates a
number of trash to the environment that gives a negative impact to the living
environment. In CSR implementation found that partners has a contribution and the
communication effectively shared to all elements who related to this CSR. In the
result of effectiveness evaluation, known that the CSR goes with the positive response
from the target goals also influence the increased marketing of products.
Conclusion and advice from the author are, by fulfilled the limited human
resources with adopted partners in “1 Coin 1 Leaf” trigger a tendency to still
affiliated with partners, while labeling aspect which is should to kept being crushed.
Social media which the most recently used mass media force the target of this CSR to
use the internet. Besides that, the limited of network from social media, location
