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Analysis of Corporate Social Responsibility (CSR) PUSPENERBAL Through Instagram Accounts in Improving Brand Image

Analisis Corporate Social Responsibility (CSR) PUSPENERBAL Melalui Akun Instagram dalam Meningkatkan Brand Image

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DOI:

https://doi.org/10.21070/ups.8084

Keywords:

CSR, Brand Image, Instagram

Abstract

Instagram, with its diverse features, makes it easier for companies to reach a wider audience and enhance brand image. One of the important activities that is frequently published is Corporate Social Responsibility (CSR) initiatives for the community and its surroundings. This study aims to analyze PUSPENERBAL's CSR activities through its Instagram account in enhancing its brand image. The study applies the Triple Bottom Line concept: People (community), Planet (environment), and Profit (economic sustainability). This research is a qualitative descriptive study by observing PUSPENERBAL's Instagram content from July to December 2024. Data analysis was conducted using an interactive technique (reduction, presentation, and drawing conclusions). The results indicate that these CSR activities adopt the Triple Bottom Line concept: People, Profit, and Planet. The People aspect is reflected in posts related to health, education, and social activities.

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2025-05-21

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