THE IMPLEMENTATION OF CSR “KÄRCHER CLEANS MONAS” IN 2014: THE ASPECTS OF INTERNATIONAL RELATIONS AND BUSINESS

Abstract

This thesis identifies the role of multinational companies (MNCs) from the perspective of international relations and business which focuses on Corporate Social Responsibility (CSR) activities carried out by MNCs as the implementation of these two perspectives. This CSR activity will be linked to its impact on the company's brand image and awareness in the host country. In 2014, an MNC named Karcher Indonesia carried out the CSR activity “Karcher Cleans Monas” in the first year of its establishment as a form of social responsibility and as an effort to strengthen its brand image. This study uses the perspective of pluralism in international relations, CSR as a topic in international business and the triple bottom line concept. This study uses a case study method to analyze the implementation of CSR and its impact on companies in the perspective of international relations and business. Data collection techniques were obtained from the Official Documentation of "Karcher Cleans Monas" on the Karcher International website and reports on Karcher CSR activities belonging to PT Fortune Pramana Rancang as the Public Relations Agency that assisted Karcher's CSR as primary sources and secondary sources obtained from journals, books, and websites. This thesis shows that Karcher as an actor in international relations and business carries out positive and beneficial CSR for Indonesia so that Karcher also benefits in the form of strong branding and exposure even in the early years of its establishment.