PENGARUH CORPORATE SOCIAL RESPONSIBILITYMANAGEMENT (CSR) DALAM STRATEGI KOMUNIKASIPEMASARAN TERHADAP CITRA PERUSAHAAN
Keywords:
Tanggung Jawab Sosial Perusahaan , Komunikasi Pemasaran, Citra Perusahaan, Citra Merek, CSRAbstract
Makalah penelitian ini menyajikan argumen tandingan terhadap pendekatan tinjauan literatur sistematis yang digunakan untuk mengidentifikasi dan menggambarkan dampak tanggung jawab sosial perusahaan terhadap strategi komunikasi pemasaran dan citra perusahaan. Penelitian ini bertujuan untuk menambah studi literatur penelitian yang belum lengkap mengenai topik penelitian. Metode yang digunakan adalah analisis literatur review terhadap 45 jurnal penelitian yang bersumber dari Google Scholar dan database online lainnya. Hasil penelitian menunjukkan bahwa terdapat hubungan positif antara kegiatan tanggung jawab sosial perusahaan, strategi komunikasi pemasaran, dan citra perusahaan. Perusahaan yang terlibat dalam kegiatan tanggung jawab sosial perusahaan dan mengkomunikasikan inisiatif ini secara efektif cenderung memiliki citra perusahaan yang lebih kuat di mata para pemangku kepentingannya. Sementara itu, perusahaan yang mengabaikan tanggung jawab sosial perusahaannya atau gagal mengkomunikasikan inisiatifnya secara efektif sering kali kesulitan membangun citra perusahaan yang positif. Kajian ini memberikan wawasan bagi akademisi dan praktisi mengenai pentingnya menyelaraskan tanggung jawab sosial perusahaan, komunikasi pemasaran, dan pengelolaan citra perusahaan.
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