Corporate Social Responsibility (CSR) Strategy and Company Image During the COVID-19 Pandemic

DOI

10.2991/assehr.k.211121.009How to use a DOI?

Keywords

CSR; MSME; company image; COVID-19

Abstract

At the time of the COVID-19 pandemic, a CSR program launched by a company plays an essential role in reducing the pandemic impact on both the health, social and economic sectors. Bank Rakyat Indonesia (BRI) has established a BRIlian CSR program, a program of assistance and economic empowerment of rural communities in accelerating economic recovery, encouraging economic growth, and remaining innovative during the pandemic. It is one of BRI’s solutions for micro, small, and medium enterprises (MSMEs) of brass and copper in Tumang, Cepogo, Boyolali, Surakarta, which have experienced a decline in turnover of 75%. This study applied a qualitative approach with a case study method to discover craftsmen’s perceptions of the brass and copper MSMEs in Tumang, Cepogo, Boyolali Surakarta regarding the BRI’s CSR program. The results disclosed that CSR’s role was highly strategic in maintaining the sustainability of MSMEs, especially during the COVID-19 pandemic. Besides, for state-owned banking companies, CSR has been a means of communication and a close relationship between creditors and debtors, as well as building the companies’ reputation in the eyes of stakeholders as socially responsible companies.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Adhianty Nurjanah
AU  - Nuryakin
AU  - Dyah Mutiarin
PY  - 2021
DA  - 2021/11/29
TI  - Corporate Social Responsibility (CSR) Strategy and Company Image During the COVID-19 Pandemic
BT  - Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)
PB  - Atlantis Press
SP  - 35
EP  - 36
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211121.009
DO  - 10.2991/assehr.k.211121.009
ID  - Nurjanah2021
ER  -