Rekonstruksi Citra Perusahaan Melalui Komunikasi TJSL: Studi Kasus Strategi Humasda PT KAI Daop 3 Cirebon
DOI:
https://doi.org/10.54259/mukasi.v5i1.6899Keywords:
Public Relations Strategy, Corporate Social Responsibility, Corporate Image, KAI Daop 3 CirebonAbstract
Public Relations strategies play an important role in communicating corporate social responsibility as an effort to build a corporate image. This study adopts a constructivist paradigm using a qualitative approach with a case study method. Data were collected through in-depth interviews with the regional Public Relations unit and beneficiary communities, supported by documentation such as activity reports, press releases, and media publications. The findings indicate that the communication strategy was implemented in a structured manner through stages of research and planning, program implementation, communication publication, and evaluation. TJSL Communication was carried out through direct interaction with the community, mass media, and the company’s social media platforms. A humanistic and contextual communication approach enabled the TJSL program to be perceived not merely as the distribution of assistance, but as an expression of corporate care and social commitment. This approach contributed to the formation of a positive image of PT KAI Daop 3 Cirebon as a company that is socially responsible, transparent, and committed to sustainable social and environmental development.
Downloads
References
Afrilia, Ascharisa Mettasatya. 2023. Public Relations Writing. 1st ed. edited by Febriana. Magelang: CV Ananta Vidya.
Carroll, Archie B. 1999. “Corporate Social Responsibility Evolution of a Definitional Construct.” Business & Society 38(3):268–95. doi: 10.1177/000765039903800303.
Carroll, Archie B. 2018. “Corporate Social Responsibility (CSR) and Corporate Social Performance (CSP).” Pp. 746–54 in The SAGE Encyclopedia of Business Ethics and Society, edited by R. W. Kolb. Thousand Oaks: SAGE Publications, Inc.
Cutlip, Scott M., Allen H. Center, and Glen M. Broom. 2013. Effective Public Relations. 11th ed. Boston, MA: Pearson.
Dowling, Grahame. 2001. Creating Corporate Reputations: Identity, Image, and Performance. New York: Oxford University Press Inc.
Hasan, Annisa Nabila, and Ken Paramitha Aryana. 2024. “Konsepsi Corporate Social ResponsibilityPada Peraturan Menteri BUMN Tentang Program Tanggung Jawab Sosial Dan Lingkungan.” Jurnal Ilmu Sosial Humaniora Indonesia Vol. 4, No:Hal. 93-102. doi: https://doi.org/10.52436/1.jishi.166.
Intani, Retno. 2018. “Strategi Public Relations PT. Pelni (Persero) Mengimplementasi Program CSR Melalui Progran Kemitraan Dan Bina Lingkungan.” JURNAL PUSTAKA KOMUNIKASI Vol. 1, No:130–46. doi: https://doi.org/10.32509/pustakom.v1i1.549.
Jamal, Annisa Melati. 2024. “Implementasi Corporate Social Responsibility Dalam Mempertahankan Citra PT. Kereta Api Indonesia (Persero) Divisi Regional II Sumatera Barat.” Universitas Islam Indonesia.
Kotler, Philip, and Nancy Lee. 2005. CorporateCorporate Social Responsibility: Doing The Most Good For Your Company and Your Cause. Hoboken, New Jersey.: John Wiley & Sons, Inc.
Ompusunggu, Vina Maria, Nurbeti, and Petriani Lestari Daely. 2025. “Peran Corporate Social Responsibility Dalam Meningkatkan Citra Perusahaan Di PT Kereta Api Indonesia.” JURNAL REGIONOMIC Vol 7, No:1–9. doi: http://dx.doi.org/10.36764/jg.v7i2.1732.
Raziq, Indah Mulia. 2025. “Strategi Public Relations Dalam Meningkatkan Citra Perusahaan: Studi Kasus Pada PT. Kereta Commuter Indonesia (KCI).” Journal of Education Research.
Ruslan, Rosady. 2017. Manajemen Public Relations & Media Komunikasi: Konsep Dan Aplikasi. Ed. Revisi. Depok: Rajawali Pers.
Sihombing, Andy Tonggo Michael, Rolib Sitorus, and Higiya Nola Sembiring. 2014. “Implementation of Corporate Social Responsibility (CSR) Study at PT Kereta Api Indonesia (Persero) Regional Division I North Sumatera.” Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO Vol. 2, No:1161. doi: https://doi.org/10.55927/marcopolo.v2i7.10619.
Sitepu, Edy Sahputra, and Faulina. 2011. Professional Public Relations. Medan: USU Press.
Subekti, Riant. 2025. “Selama Semester I 2025, KAI Daop 3 Cirebon Salurkan Dana TJSL Rp463 Juta Untuk Lingkungan Dan Sosial.” Cirebon.Inews.Id. Retrieved (https://cirebon.inews.id/read/608204/selama-semester-i-2025-kai-daop-3-cirebon-salurkan-dana-tjsl-rp463-juta-untuk-lingkungan-dan-sosial?).
Sugiyono, and Puji Lestari. 2021. Metode Penelitian Komunikasi. edited by Sunarto. Bandung: Alfabeta.
Triyono, Agus. 2021. Metode Penelitian Komunikasi Kualitatif. Yogyakarta: Bintang Pustaka Madani.
Zakiah, Mahira Ilmi, and Wiwit Harianto. 2023. “Analysis of the Effect of Corporate Social Responsibility on Company Management Performance.” Jurnal Teknologi Dan Sistem Komputer. doi: https://doi.org/10.21070/ups.4740.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Veranika Aulia Agatha, Anggun Anindya Sekarningrum
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta pada setiap artikel adalah milik penulis.
Penulis mengakui bahwa MUKASI (Jurnal Ilmu Komunikasi) sebagai publisher yang mempublikasikan pertama kali dengan lisensi Creative Commons Attribution 4.0 International License.
Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini kedalam versi yang lain, seperti: dikirim ke respository institusi penulis, publikasi kedalam buku, dan lain-lain. Dengan mengakui bahwa naskah telah terbit pertama kali pada MUKASI (Jurnal Ilmu Komunikasi).
