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IMPLEMENTASI KONSEP TRIPLE BOTTOM LINE PADA CORPORATE SOCIAL RESPONSIBILITY DALAM MEMPERTAHANKAN REPUTASI (STUDI DESKRIPTIF KUALITATIF PADA PROGRAM CORPORATE SOCIAL RESPONSIBILITY PT POS INDONESIA KCU YOGYAKARTA PERIODE 2023)
The digital transformation in the logistics industry has driven PT Pos Indonesia, including its Main Branch Office (KCU) in Yogyakarta, to strengthen its corporate reputation amid intense competition. A reputation built over decades is no longer sufficient to rely solely on historical value but must be reinforced through sustainable strategies, one of which is the implementation of Corporate Social Responsibility (CSR). This study aims to analyze the implementation of the Triple Bottom Line concept in the 2023 CSR programs of PT Pos Indonesia KCU Yogyakarta in maintaining corporate reputation. Using a descriptive qualitative approach, this research applies Fombrun’s reputation theory, which includes indicators of credibility, trustworthiness, reliability, and social responsibility. The findings show that the profit and people pillars have been implemented through digital innovation and community-based social programs, while the planet aspect has not yet been optimally realized. Nevertheless, CSR has played a role in maintaining the company’s reputation as a caring and adaptive state-owned enterprise. This study recommends strengthening the monitoring and evaluation of CSR programs and engaging external partners to enhance long-term sustainability and reputational impact.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
IMPLEMENTASI KONSEP TRIPLE BOTTOM LINE PADA CORPORATE SOCIAL RESPONSIBILITY DALAM MEMPERTAHANKAN REPUTASI (STUDI DESKRIPTIF KUALITATIF PADA PROGRAM CORPORATE SOCIAL RESPONSIBILITY PT POS INDONESIA KCU YOGYAKARTA PERIODE 2023) (Text)
IMPLEMENTASI KONSEP TRIPLE BOTTOM LINE PADA CORPORATE SOCIAL RESPONSIBILITY DALAM MEMPERTAHANKAN REPUTASI (STUDI DESKRIPTIF KUALITATIF PADA PROGRAM CORPORATE SOCIAL RESPONSIBILITY PT POS INDONESIA KCU YOGYAKARTA PERIODE 2023) (Other)
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