THE IMPLEMENTATION OF CSR ON BANK NAGARI TO BUILDING IMAGE FROM SOCIAL RESPONSIBILITY PERSPECTIVE

Chan, Kiki Krisnawati (2008) THE IMPLEMENTATION OF CSR ON BANK NAGARI TO BUILDING IMAGE FROM SOCIAL RESPONSIBILITY PERSPECTIVE. Other thesis, Fakultas Ekonomi.

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Abstract

CSR becomes the current issues in business environment because the company not only led the business spend care on the employee, customer and stakeholder but also on the company environment and society. Observating the implementation of CSR becomes the interesting because lot of company implement this kind of activity with many reason behind it, many force factor that lead the company to implement this kind of activity. This research taken in PT. Bank Pembangunan Daerah Sumatera Barat (Bank Nagari) that as a local bank have several program of CSR and have good image in West Sumatera point of view. This research focus on analyzing whether the Bank Nagari implement real CSR activity or just image building. Based on the research that is in the form of qualitative approach that Bank Nagari actually implementing real CSR, they extremely separate between the CSR activities and the image building activities that is usually in the form of promotion activity. Bank Nagari actually doing their CSR activities based on the three principles that consist of inside out, identify who need help, and the last is equality between commercial and social activity. The most interesting result of the research is about there is indirect connection between CSR activities that is implement by the company with their image.

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