Hubungan Patron-Klien Komunitas Diet Kantong Plastik dengan Program Corporate Social Responsibility The Body Shop Indonesia
Annedya Titi Hapsari , Susetiawan
2017 | Tesis | Pembangunan Sosial dan KesejahteraanABSTRACT This research aimed to describe and analyze about trh pattern between Diet Plastic Bags Community on Corporate Social Responsibility program of The Body Shop Indonesia. This research was motivated by the presence of The Body Shop Indonesia. The Body Shop Indonesia is a multinational company but also franchise company. Meanwhile, in Indonesia each company is required to undertake a program of corporate social responsibility as the impact of its business activities. The Body Shop Indonesia applying indirect involvement in its efforts to implement the program of corporate social responsibility. Namely by partnering with Diet Plastic Bags community as a way to implement social responsibility programs. This research used a qualitative method with descriptive approach. Determination of informants used Purposive Sampling technique. Data were collected by observation and interviews that was conducted in The Body Shop Indonesia and Diet Plastic Bags Community. Data included documentation in the form of audio, images, field notes and other supporting were then analyzed. This research showed patron-client between Diet Plastic Bags and The Body Shop Indonesia. As a partner, Diet Plastic Bags carry out its role as a promotional tool of the Body Shop Indonesia. In the pattern of this relationship, both parties equally have benefit. Diet plastic Bags community have the certainty of funds that remain from The Body Shop Indonesia, otherwise, The Body Shop Indonesia use campaign messages used by the Diet plastic Bags community as a media and tools to increase corporate profits, gain a positive image as an good company and increase the number of customers and subscribes Keywords: The Body Shop Indonesia, Diet Plastic Bags community, corporate social responsibility, patronage
Kata Kunci : Modal Sosial; Corporate Social Responsibility
