Yustiono, Daffa Arrafi (2025) strategi komunikasi Corporate Social Responsibility (CSR) PT Pegadaian Kanwil XII Surabaya dalam Implementasi Program Bank Sampah di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
PT Pegadaian Regional Office XII Surabaya as a financial institution has an important role in supporting sustainable development through the Corporate Social Responsibility (CSR) program. The city of Surabaya as the second largest city in Indonesia is facing serious challenges in the form of a growing household waste crisis, so it requires strategic solutions based on community participation. Therefore, PT Pegadaian Regional Office XII Surabaya through the Rukmi Waste Bank program seeks to contribute to waste reduction while improving community welfare through the gold savings system. In this study, the researcher examined the CSR communication strategy carried out by PT Pegadaian Regional Office XII Surabaya in the implementation of the Waste Bank program. The formulation of this research problem is how the CSR communication strategy of PT Pegadaian Regional Office XII Surabaya in the implementation of the Waste Bank program in the city of Surabaya. The purpose of this study is to analyze and identify the communication strategies applied. The method used was qualitative descriptive, with data collection through in-depth interviews and documentation. The results of the study show that Pegadaian implements a communication strategy in six stages: identification of audiences and problems, design of communication messages, selection of communication methods and media, implementation of two-way communication, evaluation of communication strategies, and achievement of Triple Bottom Line-based programs which include people, planet, and profit. This strategy has an impact in the form of reducing the volume of household waste, increasing ecological awareness among the community, and the presence of economic benefits through gold savings. At the evaluation stage, the company together with the management of the Waste Bank and the community conduct a routine review to maintain the continuity of the program
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Daffa Arrafi Yustiono | ||||||||
| Date Deposited: | 29 Sep 2025 02:38 | ||||||||
| Last Modified: | 29 Sep 2025 02:38 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/44658 |
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