Analysis of PT Meratus Line’s Corporate Social Responsibility (CSR) on the @meratusgroup instagram account to improve company’s brand image
Analisis Corporate Social Responsibility (CSR) PT Meratus Line di Akun Instagram @meratusgroup untuk meningkatkan brand image perusahaa
DOI:
https://doi.org/10.21070/ups.1184Keywords:
Instagram, Corporate Social Responsibility, Brand ImageAbstract
This study aims to determine and analyze the CSR of PT Meratus Line which is published through Instagram to increase the company's brand image. The theory of CSR in this study is the triple bottom line: profit, people and planet. However, there are five dimensions that are important factors in brand image, namely: Brand Identity, Brand Personality, Brand Association, Brand Attitude and Behavior, Brand Benefit and Competence. The research method uses descriptive qualitative. The informant of this research is the head of corporate communication from PT Meratus Line. Data collection techniques by means of observation and interviews, were then analyzed using an interactive analysis model from Miles and Huberman which would result in data reduction, data presentation, and drawing conclusions. The results showed that PT Meratus Line's CSR was published through features that on Instagram, namely feeds, stories and reels.
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