KAKAK ASUH SEHARI AS GRAND INDONESIA’S CSR PROGRAM

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.