SEKOLAH KEJURUAN SEBAGAI CORPORATE SOCIAL RESPONSIBILITY DJARUM FOUNDATION

Abstract

PT. Djarum is able to stand and operate its business for many years amid tight competition of cigarette business and rapid pressures from both public and government policies. It clearly requires company's ability to run a series of reliable strategies. This study aims to determine the eminence of the Djarum Foundation Vocational School program, its communication, and community's legitimacy of the program. Using qualitative descriptive approach with the constructivist paradigm, this research utilizes interview and literature study as the data collection technique, while case study is applied as its study design. The results of this study explain that the Vocational School program is a superior CSR program, not easily imitated, and achieves the level of sustaining survival. Communications of Vocational School Program are conducted effectively by selecting media, targets, message contents, and resource persons in accordance with the program and the products it produces.