Strategi Komunikasi Corporate Social Responsibility PT Tama Cokelat Indonesia dalam Meningkatkan Edukasi Gizi Anak: Studi Kasus Program Otak Anak Sehat di Kabupaten Garut

Winny, Neng Winny Putri Tsania (2025) Strategi Komunikasi Corporate Social Responsibility PT Tama Cokelat Indonesia dalam Meningkatkan Edukasi Gizi Anak: Studi Kasus Program Otak Anak Sehat di Kabupaten Garut. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The persistently high rate of stunting in Indonesia, particularly in Garut Regency, West Java, has prompted PT Tama Cokelat Indonesia to support the government's program to reduce stunting while also aiming to increase public awareness of child nutrition. This study examines the Corporate Social Responsibility (CSR) communication strategy of PT Tama Cokelat Indonesia through the "Otak Anak Sehat" (Healthy Children's Brain) program in Garut Regency. The background of this research focuses on the high stunting rate caused by the community’s limited understanding of child nutrition education, and the role of CSR as a medium for improving quality of life. The objective of this study is to analyze the effectiveness of the CSR communication strategy and audience perceptions of the program. The theoretical framework adopts the RACE model (Research, Action, Communication, Evaluation) along with theories of affective, cognitive, and conative perception to assess audience responses. This research uses a qualitative method with a case study approach, involving in-depth interviews with internal company informants, parents, teachers, and triangulators. Data analysis was conducted using triangulation techniques to ensure the validity of the information. The findings indicate that the CSR communication strategy of PT Tama Cokelat Indonesia successfully fostered cognitive understanding, generated positive affective responses, and encouraged tangible conative actions among the audience. The program not only delivered nutritional information but also promoted behavioral changes in daily practices. This study suggests that CSR communication planning based on research and audience engagement can enhance a company’s social effectiveness.

Item Type: Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords: Communication Strategy, Corporate Social Responsibility (CSR), Children’s Nutrition Education, Otak Anak Sehat Program, PT Tama Cokelat Indonesia, Garut Regency
Subjects: Communication Science
Communication Science > Corporate Communication
Communication Science > Public Relations
Thesis > Thesis (S1)
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Neng Winny Putri Tsania
Date Deposited: 04 Sep 2025 04:05
Last Modified: 04 Sep 2025 04:05
URI: https://repository.bakrie.ac.id/id/eprint/12130

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