Abstract:
According to a study done by Cone Communications (2015), 91% of global
consumers expect companies to do more than make a profit, but also operate
responsibly to address social and environmental issues. Corporate Social
Responsibility (CSR) is a way to perform company’s responsibility to the society and
environment. In fact, Grand Indonesia, a popular and big shopping mall in Jakarta, is
aware of the importance of CSR and has their CSR program namely Kakak Asuh
Sehari. Using a qualitative research method, this research aimed to understand and be
able to explore the company’s perspective towards the program Kakak Asuh Sehari.
With the objective to disclose what the purposes of the establishment of KAS are and
to describe how Grand Indonesia’s PR team conducts KAS as one of their CSR
programs, a case study approach was applied in this research in order to get deep
information. The primary data were gotten through in-depth interview with two
participants, who are experts and have authority on the program. This study showed
that the purposes of the establishment of Kakak Asuh Sehari are to execute Grand
Indonesia’s responsibility to do a giveback to the society. A RACE model also helps
Grand Indonesia in the process of conducting the program. With many kinds of
business field, Grand Indonesia as a mall has its uniqueness to execute their
responsibility through Kakak Asuh Sehari.
