IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITYDALAM MEMPERTAHANKAN CITRA PERUSAHAAN (Studi Deskriptif Kualitatif di Yayasan Artha Graha Pedulipada Program Pasar Murah)

Abstract

This research discusses about how the implementation of Corporate Social Responsibility (CSR) in maintaining the image of Artha Graha Peduli Foundation through people market program. This study aims to find out the implementation activities of Corporate Social Responsibility Program People Market in maintaining the image of Artha Graha Care Foundation. The theory used in this research is the image theory of John S. Nimpoeno where in the theory there are four ways of perception, cognition, motivation and attitude. The paradigm used post-positivism. This research approach using qualitative, this research method using descriptive method that is researcher give picture or description to object which is being studied.Key informant of this research is Mr. Heka Hertanto as the chief executive officer of AGP Foundation. Informants of this research are Mr. Mulyanto as executor of people market activity of AGP Foundation, Mrs. Puspita Rini and Mr. Sumadi as executing team of people market Program of AGP and Mrs. Maesaroh as receiver of AGP Foundation's Cheap Market. The object of this research is Implementation of Corporate Social Responsibility in maintaining the image of Artha Graha Peduli Foundation throughPeople Market Program. Data collection was obtained through literature study, internet, observation, and in-depth interviews of the parties involved in the people market activity. The results of research indicate that the activities of Corporate Social Responsibility as an effort to maintain the image of the company by providing assistance for the needs of the poor. The conclusion of this research is that people market activity can maintain the image of Artha Graha PeduliFoundation when the price of basic foodstuffs are soaring u. As evidenced by the award that has been achieved by Artha Graha Care Foundation. Suggestions are more propagated again the package of basic foosstuffs to Indonesian people