Skripsi

DISEMINASI CORPORATE BRAND DAN PEMBERDAYAAN MASYARAKAT MELALUI PROGRAM CSR BEASISWA BAKTI BCA (STUDI PADA PENERIMA BEASISWA BAKTI BCA 2024)

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This study aims to examine how PT Bank Central Asia Tbk (BCA) disseminates its corporate brand values through the Corporate Social Responsibility (CSR) Program Bakti BCA Scholarship and how this process relates to the empowerment of scholarship recipients in 2024. Employing a qualitative descriptive approach with a case study method, data were collected through in-depth interviews with the Bakti BCA CSR team and scholarship recipients, supported by program documentation. Strategic communication theory serves as the primary framework, positioning dissemination as a deliberately designed and stakeholder-oriented communication process, while CSR theory functions as a supporting lens to interpret the company’s social responsibility dimensions. The findings reveal that the Bakti BCA Scholarship operates as a strategic communication medium that facilitates the internalization of corporate brand values—such as integrity, professionalism, and social care through experiential learning, mentoring, and community engagement activities. This dissemination process contributes to recipients’ self-development, career readiness, and social awareness, while simultaneously generating reciprocal outcomes for the company by strengthening corporate image and reputation. Therefore, CSR within the Bakti BCA Scholarship is not merely philanthropic, but represents a strategic communication practice that connects corporate interests with sustainable youth empowerment. Keywords: strategic communication, corporate social responsibility, value dissemination, corporate brand, community empowerment

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Detail Information

Series Title

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Call Number

T1912912025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xviii, 151 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

659.207

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Hubungan Masyarakat
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

TUTI

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