Research Article
The Implementation of Corporate Branding and Social Responsibility of PT. Summarecon Agung Tbk Towards Social Welfare in North Bekasi Area
@INPROCEEDINGS{10.4108/eai.1-4-2019.2287234, author={Andrian Andrian and Hadita Hadita and Jumawan Jumawan}, title={The Implementation of Corporate Branding and Social Responsibility of PT. Summarecon Agung Tbk Towards Social Welfare in North Bekasi Area}, proceedings={International Conference on Environmental Awareness for Sustainable Development in conjunction with International Conference on Challenge and Opportunities Sustainable Environmental Development, ICEASD \& ICCOSED 2019, 1-2 April 2019, Kendari, Indonesia}, publisher={EAI}, proceedings_a={ICEASD\&ICCOSED}, year={2019}, month={9}, keywords={corporate branding social responsibility social welfare brand image purposive sampling}, doi={10.4108/eai.1-4-2019.2287234} }- Andrian Andrian
Hadita Hadita
Jumawan Jumawan
Year: 2019
The Implementation of Corporate Branding and Social Responsibility of PT. Summarecon Agung Tbk Towards Social Welfare in North Bekasi Area
ICEASD&ICCOSED
EAI
DOI: 10.4108/eai.1-4-2019.2287234
Abstract
Corporate Branding refers to the practice of promoting the brand names of a corporate entity, as opposed to specific products of services. Also, Corporate Social Responsibility is a social program which has been applied by many companies in Indonesia. The implementation of Corporate Social Responsibility provides many benefits such as maintaining and enhancing the brand images of companies. This research aims at observing how far the implementation of the Corporate Branding and Social Responsibilities of PT. Summarecon Agung Tbk influences towards social welfare in North Bekasi Area. This research concludes: corporate branding goal and corporate social responsibility’s goal program of PT. Summarecon Agung Tbk have a positive effect on social life welfare in North Bekasi Area. The population in the research is the employees themselves (cq. Summarecon Bekasi) who know the Corporate Branding and Social Responsibilities’ program applied by PT. Summarecon Agung Tbk company in Bekasi. The total sample used in the research is 100 persons of Summarecon Agung Bekasi unit’s employees. The sampling technique in the research is purposive sampling and processed by Statistical Product for Social Science (SPSS) version 22. The result of the research indicates that the implementation of Corporate Branding and Social Responsibility influences positively the welfare of the society in Bekasi, especially North Bekasi area.