IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY PT. XL AXIATA, TBK DI JAKARTA MELALUI PROGRAM XL FUTURE LEADERS DALAM MEMPERTAHANKAN CITRA

Abstract

This study aims to determine the Implementation of PT. XL Axiata, Tbk's Corporate Social Responsibility in Jakarta through the XL Future Leaders Program in Maintaining Image. The application was carried out with Shirley Harrison's Corporate Image Concept. The paradigm used is the post-positivism paradigm using descriptive research methods, and this research uses a qualitative research approach. The subject of this research is the implementation of PT. XL Axiata, Tbk’s Corporate Social Responsibility in Jakarta through the XL Future Leaders Program, the subject consists of key informan and informan. The object of this research is Maintaining the Image. Data collection was obtained through literature study, internet, observation, and in-depth interviews with the parties involved in the XL Future Leaders CSR Program. The conclusion of the results of this study is to determine the Implementation of Corporate Social Responsibility of PT. XL Axiata, Tbk in Jakarta through the XL Future Leaders Program which is carried out very well in accordance with the stages of CSR implementation and is successful in maintaining the company's image. The corporate image includes four elements, namely Personality, Reputation, Value and Corporate Identity. The theoretical suggestion of this research is that more and more academics or practitioners are interested in researching and analyzing CSR programs so that the implementation of CSR activities in Indonesia will be more advanced and developed. And this research is expected to enrich the study of the implementation of CSR from the communication process in CSR programs which are very useful. Practical advice from this research is the Implementation of Corporate Social Responsibility PT. XL Axiata, Tbk in Jakarta Through the XL Future Leaders Program in Maintaining Image, it is hoped that it can increase the quota of CSR recipients so that more students can be helped and feel the benefit from the softskills education training can still maintaining its image in the eyes of the community and stakeholders for the XL Future Leaders Program, as well as for subsequent CSR programs. And it is also expected to receive criticism and suggestions from the outside community to continue to build CSR programs that are beneficial to society.