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"Tulisan ini bertujuan untuk mengeksplorasi sejauh mana budaya mempengaruhi pilihan produk dari dua negara berbeda, dalam hal ini Indonesia dan Belanda. Saat ini, CSR memainkan peran penting dalam identitas perusahaan, oleh karena itu CSR merupakan topik yang harus dipelajari untuk membantu perusahaan memahami pentingnya menerapkan atau memiliki kebijakan CSR dan bagaimana hal tersebut dapat menguntungkan atau merugikan bisnis mereka. Tulisan ini akan membahas budaya, kemampuan finansial, dan CSR, serta keterkaitannya satu sama lain dalam konteks menjalankan bisnis. Untuk lebih spesifiknya, tulisan ini akan mengeksplorasi perbedaan perilaku konsumen tentang bagaimana negara maju (Belanda) dan negara berkembang (Indonesia) bereaksi terhadap penerapan dan keberadaan CSR di suatu perusahaan. Untuk memperoleh data, akan dilakukan survei online dengan menggunakan kuesioner. Survei ini akan mencakup pertanyaan mengenai usia dan jenis kelamin sebagai variabel kontrol penelitian, yang diperlukan karena dapat memberikan hasil meskipun keduanya tidak diteliti. Pertanyaan mengenai kemungkinan pengeluaran yang mereka miliki juga akan ditanyakan, juga sebagai variabel kontrol penelitian. Survei ini juga mencakup pertanyaan tentang latar belakang budaya dan keyakinan orang yang diwawancarai sebagai variabel independen dan bagaimana hal tersebut dapat memengaruhi pilihan produk mereka sebagai variabel dependen. Selain itu, survei ini juga berisi pertanyaan tentang ketersediaan dan aksesibilitas barang yang terjangkau secara sosial dan lingkungan oleh narasumber, untuk menyoroti bagaimana perbedaan budaya dapat mempengaruhi pasar barang dan jasa. Hasil penelitian ini menunjukkan bukti statistik yang cukup untuk menerima dua dari empat hipotesis. Hasil penelitian ini membuktikan adanya hubungan langsung yang positif antara budaya berkelanjutan dan pilihan produk (konsumerisme etis), serta membuktikan hubungan antara budaya nasional dengan pentingnya implementasi CSR. Hasil tulisan ini dapat menambah nilai dan perspektif terhadap literatur bisnis internasional, CSR, dan budaya. Selain itu, tulisan ini dapat membantu konstruksi strategi bagi para manajer dan pemilik bisnis yang mempertimbangkan penerapan CSR pada bisnisnya.

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This paper aims to explore the extent to which culture affects product choice from two different countries, in this case Indonesia and Netherlands. In today’s time, CSR plays a considerable role in company identity, therefore it is a topic that should be studied in order to help companies understand the importance of practicing or having CSR policies and how it may benefit or disadvantage their business. This paper will discuss culture, financial capability, and CSR, and how they are connected to each other in the context of conducting business. To be more specific, this paper will explore the differences in consumer behavior of how a developed country (Netherlands) and a developing country (Indonesia) react to the implementation and existence of CSR within a company. In order to obtain the data, an online survey using questionnaire would be conducted. The survey will include questions about age and gender as research control variables, which is needed because it may outcome the results even though both are not under study. Questions about the possible spendings that they have in their possession will also be asked, also as research control variables. The survey also include questions about the interviewees cultural background and beliefs as an independent variable and how it may affect the choice of their product baskets as a dependent variable. Moreover, the survey also consist of questions about the interviewees availability and accessibility of goods that are socially and environmentally conscious in their reach, in order to highlight how the differences in cultures may influence the goods and services market. The result of this study shows enough statistical evidence in order to accept two out of four of the hypotheses. The results of this research have proven the positive direct relationship between sustainable culture and product choice (ethical consumerism), and it have also proven the relationship between national culture and importance of CSR implementation. The results of this paper can add value and perspective on international business, CSR, and culture literature. In addition to that, this paper can help the construction of strategy for managers and business owners that are considering CSR implementation to their business."

"Corporate Social Responsibility (CSR) telah menjadi gagasan luas di pasar global. Pemerintah Indonesia mendorong Badan Usaha Milik Negara (BUMN) mewujudkan Sustainable Development Goals (SDGs) melalui Program Tanggung Jawab Sosial Lingkungan (TJSL) yang disahkan Peraturan Menteri PER-05/MBU/04/2021. Sebagai Bank Himbara, Bank Mandiri, Bank Bank Rakyat Indonesia (BRI), Bank Negara Indonesia (BNI), dan Bank Tabungan Negara (BTN) secara konsisten menunjukkan prestasinya dalam program-program CSR. Tujuan penelitian ini mengeksplorasi pengaruh empat dimensi CSR yakni Philanthropy Responsibility, Ethical Responsibility, Legal Responsibility, dan Economic Responsibility terhadap Brand Equity (BE) dengan peran mediasi Corporate Image (CI) dan Trust (TR). Metode Partial Least Squares-Structural Equation Modelling (PLS-SEM) dengan disjoint two-stage approach digunakan untuk menguji hipotesis dengan 393 sampel nasabah milenilal dan z Bank BUMN di seluruh Indonesia. Hasil studi menunjukkan bahwa CSR tidak memiliki pengaruh langsung yang signifikan terhadap BE. Sementara itu, TR dan CI secara positif dan signifikan memediasi pengaruh antara CSR dan BE. Temuan ini mengindikasikan bahwa praktik CSR yang berhasil akan meningkatkan citra bank di benak nasabah. Nasabah merasa bahwa mereka berkontribusi secara sosial karena menerima layanan dari organisasi yang bertanggung jawab secara sosial. Praktik CSR menciptakan kepercayaan nasabah terhadap layanan keuangan bank. Oleh karena itu, reputasi dan kepercayaan berkontribusi dalam membangun BE bagi perusahaan.

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Corporate Social Responsibility (CSR) is a widespread notion in the global market. The Government of Indonesia encourages State-Owned Enterprises (BUMN) to realize the Sustainable Development Goals (SDGs) through Tanggung Jawab Sosial dan Lingkungan (TJSL) which has been approved by Ministerial Regulation PER-05/MBU/04/2021. As BUMN’s Bank, Bank Mandiri, Bank Rakyat Indonesia (BRI), Bank Negara Indonesia (BNI), and Bank Tabungan Negara (BTN) consistently show their achievements in CSR programs. The purpose of this study explores the influence of four dimensions of CSR namely Philanthropy Responsibility, Ethical Responsibility, Legal Responsibility, and Economic Responsibility on Brand Equity (BE) with the mediating role of Corporate Image (CI) and Trust (TR). The Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with a two-stage disjoint approach was used to test the hypothesis with 393 samples of millennial customers and z state-owned banks throughout Indonesia. The results of the study show that CSR does not have a significant direct effect on BE. Meanwhile, TR and CI positively and significantly mediate the effect between CSR and BE. This finding developed that successful CSR practices will improve the bank's image in the minds of customers. Customers feel that they are contributing socially by receiving services from socially responsible organizations. CSR practices create customer trust in bank financial services. Therefore, reputation and trust contribute to building BE for the company.

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"Penelitian ini dilakukan untuk mengetahui pola hubungan yang terjadi diantara Pengungkapan Corporate Governance (CG) dengan Pengungkapan Corporate Social Responsibility (CSR) pada perusahaan yang termasuk ke dalam kelompok industri high profile yang tercatat di Bursa Efek Indonesia. Penelitian ini menggunakan metode content analysis atas laporan tahunan perusahaan sampel pada tahun 2006. Penelitian ini menguji dua buah model penelitian. Dimana, pada pengujian pertama, Pengungkapan CG berlaku sebagai variabel dependen dan Pengungkapan CSR berlaku sebagai variabel independen, pada pengujian kedua berlaku hal sebaliknya. Selain itu, untuk lebih mengetahui faktor-faktor yang mempengaruhi Pengungkapan CG dan Pengungkapan CSR, penelitian ini menggunakan beberapa variabel independen yaitu Status Afiliasi, Komisaris Independen, dan Kepemilikan Manajemen serta Ukuran Perusahaan, Resiko, dan Profitabilitas sebagai variabel pengendali. Untuk menguji masing-masing variabel terhadap Pengungkapan CG maupun Pengungkapan CSR, dilakukan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa pada pengujian pertama, Pengungkapan CSR berhubungan positif dan signifikan terhadap Pengungkapan CG. Sedangkan, Resiko, Profitabilitas, Ukuran Perusahaan, serta Komisaris Independen berhubungan positif namun tidak signifikan dengan Pengungkapan CG. Sebaliknya, Kepemilikan Manajemen berhubungan negatif dan signifikan terhadap Pengungkapan CG. Selanjutnya, pada pengujian kedua hasil penelitian menunjukkan bahwa Pengungkapan CG, Status Afiliasi, dan Kepemilikan Manajemen berhubungan positif dan signifikan terhadap Pengungkapan CSR. Sementara, Ukuran Perusahaan dan Komisaris Independen berhubungan positif namun tidak signifikan dengan Pengungkapan CSR. Sebaliknya, Resiko berhubungan negatif dan signifikan terhadap Pengungkapan CSR.

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This research is conducted to develop an understanding of the relationship between Corporate Governance (CG) Disclosure and Corporate Social Responsibility (CSR) Disclosure involving companies that are included within the high profile industry that are listed in the Indonesian Stock Exchange. The method used in developing this research is through content analysis based on companies? annual report samples taken from the year 2006. This study investigates two different model, where in the first model the consequences of CG act as an dependent variable and CSR act as an independent variable. While, in the second model the two variables act vice versa. Beside other than the interaction between those two variables, there are other independent variables that also affect CG Disclosure and CSR Disclosure such as Affiliation Status, Independent Commissioners and Management Ownership in addition to the Size of the company, Risk and Profitability as controlling variables. To test each variable?s effect towards the CG Disclosure and CSR Disclosure, a multiple linear regression analysis was done. The result in the first model shows that CSR Disclosure has a positive and significant effect to CG Disclosure. Meanwhile, Risk, Profitability, Size, and Independent Commissioners have a positive effect but insignificant to CG Disclosure. On the other hand, Management Ownership have a negative effect and significant to CG Disclosure. Then, on the second model show that CG Disclosure, Affiliation Status, and anagement Ownership have a positive and significant effect to CSR Disclosure. Meanwhile, Size and Independent Commissioners have a positive but insignificant effect to CSR Disclosure. On the other hand, Risk has a negative and significant effect to CSR Disclosure."

"CSR di Indonesia baru mulai berkembang beberapa tahun yang lalu jadi kenyataann.ya masih banyak perusahaan yang hanya melaksanakan CSR secara tidak benar: Dalam hal ini Unilever sebagai salah satu perusahaan besar di Indonesia dan merupakan perusahaan terbuka sudah seharusnya mcmpunyai program CSR yangTerencana maka dari itu penilitian ini dimaksudkan untuk mengetahui detail pelaksanaan CSR. di Unilever apakah program CSR nya hanya semata mata untuk terlihat baik saja atau mcmang dilaksana.kan secara terencana dan bertanggungjawab. Penelitian ini juga akan melihat pengaruh CSR nya terhadap reputasi Unilever Indonesia di mata para stake holder nya.Adapun tujuan penelitian terhadap CSR Unilever Indonesia ini adalah untuk mengetahui apakah praktek CSR yang dijalankan oleh Unilever Indonesia ini telah dilaksanakanan sesuai dengan praktik CSR yg benar dan bagaima pengaruh program CSR Unilever Indonesia ini terhadap pembentukan reputasi dimata stakeholder Unilever Indonesia.Dalam rangka untuk mendap_atkan data primer maka metode penelitian yang adalah menggunakan metode Qualitative research dengan menggunakan teknik wawancara tidak terstruktur dengan pihak stakeholder Unilever. Sedangkan untuk mendapatkan data sekunder, metode penelitian yang akan dipakai adalah riset melalui internet (world wide web), referensi, jurnal, artikel.Walaupun berdasarkan temuan bahwa Unilever telah melaksanakan CSR sesuai prinsip dari beberapa teori, namun berdasarkan temuan bahwa dalam pelaksanaan nya masih ada hal hal yang perlu diperbaiki yaitu diantaranya seperti ada nya pro dan kontra di mata para Stakeholders Unilever atas strategi CSR Unilever yang selalu menggandeng merek nya di dalam melakukan CSR, program-program CSR Unilever kegiatannya leoth banyak terfokus di pulau Jawa, kurang ada nya pemerataan program di luar pulau Jawa dan untuk program woman entrepreneur, bantuan Unilever dalam hal akses ke market masih belwn maksimal.Ada pun saran yang diberikan untuk perkembangan pelaksanaan CSR Unilever di antaranya adalah: (1) Mengadakan dan memperbanyak Program CSR yang membawa nama korporat dan mengkomunikasikan nya pada stakeholder Unilever, (2) Mengembangkan program CSR di kabupaten-kabupaten diluar Pulau Jawa, (3) Membantu pengembangan produk daur ulang.

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The development of Corporate Social Responsibility in Indonesia has urged corporations to practice Corporate Social Responsibility. CSR’s implementations in corporations are different one to another. Due to the fact that it is considered a new concept therefore there are so many corporations implementing it the wrong way.

PT Unilever Indonesia tbk, a public listed company and also considered as one of the big corporation in Indonesia is expected to implement a very well plan CSR, therefore the research is held in order to know the detail implementation of Unilever, s CSR program, whether Unilever doing it the right way. and also in order to know how the CSR program influenced it reputation in the eye of it stakebolden. The objectives of the research are:

The objectives of the research are:

1. To find out whether Unilever already practice a good CSR

2. To find out the influence of Unilever, s CSR for the development'of its

reputation in the eye of its stakeholders.

In order to gain primary data, Qualitative research using interview technique to interview the stakeholders of Unilever is used. And in order to gain secondary data, the techniques used are through internet, literatures, and articles.

The finding and analysis shown that Unilever is already implementing the CSR guidelines according to OECD and Prof Alyson Warhurts, yet the researcher/writer found that there are some issues regarding the CSR implementation which are: 1) there are pros-cons from stakeholders due to Unilever's CSR Strategy that almost always tie the CSR with its brands, 2) most of its CSR’s programs focus only in Java island, and 3) the woman entrepreneur program is not maximum in ten of market access. Meanwhile, despite of several issues mentioned above, the Unilever CSR programs already develop good reputation in the eyes of their stakeholders"

"Tesis ini membahas tentang aktivitas dan pelaporan CSR (Corporate Social Responsibility) pada PT. Akzo Nobel Car Refinishes Indonesia (ANCRI). Perlu diketahui bahwa CSR dilakukan sebagai wujud pertanggungjawaban perusahaan terhadap masyarakat dan lingkungan. CSR muncul diiringi dengan adanya kesadaran akan adanya dampak negatif dari usaha yang dilakukan.ANCRI sebagai bagian dari sebuah perusahaan internasional selama ini menjalankan program CSR dengan berdasarkan pada kesadaran akan adanya tanggung jawab perusahaan terhadap masyarakat dan lingkungannya, baik di dalam maupun di luar perusahaan. Salah satu bentuk CSR yang dilakukan adalah berupa community development yang bertujuan untuk membantu meningkatkan taraf hidup masyarakat dan memperbaiki kondisi lingkungan dengan berlandaskan pada MDG (Millenium Development Goals). Untuk mencapai hasil yang optimal dari community development yang dilakukan, maka dibutuhkan sustainability di dalam pelaksanaannya.Pelaporan CSR yang dibuat oleh ANCRI selama ini berbentuk narasi dan belum mengikuti standar yang umum dipakai oleh perusahaan-perusahaan di Indonesia. Adapun penyebab dari tidak dibuatnya pelaporan yang sesuai dengan standar umum adalah karena masih terkonsentrasinya segala aktivitas, pendanaan, serta pelaporan di Akzo Nobel Global, Belanda. Selain itu, ANCRI sepenuhnya masih dimiliki oleh Akzo Nobel Global yang sahamnya tidak diperjualbelikan dan dimiliki oleh pihak di Indonesia.

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This thesis discusses about CSR (Corporate Social Responsibility) activities and reporting in PT. Akzo Nobel Car Refinishes Indonesia (ANCRI). CSR performed as a form of corporate responsibility toward communities and environments.CSR appears accompanied by the awareness of the negative impact cause by the activities in the company.As part of an international company, ANCRI has done CSR programs based on the awareness of corporate responsibility, inside and outside, towards community and environment. One of CSR?s forms is community development that aims to develop the living standard of a community and improve environmental conditions based on the MDGs (Millenium Development Goals). To reach optimum result, sustainability in the execution of community development is needed.All these years, ANCRI use narrative form to make CSR reporting and not yet following the standards commonly used by companies in Indonesia. The reason for not make the CSR report as the standard commonly used is because all the activities, funding, and reporting in ANCRI still concentrated in the Akzo Nobel Global in Netherlands. Another reason for not making the report as the standard is because ANCRI's shares are fully owned by Akzo Nobel Global and never been traded in Indonesia."

"The purpose of this study is to understand what are the driving factors and focuses of CSR implementation by family businesses in Indonesia, Japan and Thailand. We investigated how these countries differ and are similar to one another. An in depth literature review was conducted which was also analyzed using NVivo; We also conducted in depth interview with several family businessmen from Indonesia and Japan to gain more insight regarding the topic. The result show that culture religion moral and ethics as the driving factors for these family businesses They all focus their CSR program on education community and the environment. Although all countries were similar they each had their own uniqueness and characteristics.

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Tujuan studi ini adalah untuk memahami apa saja motivating drivers dan fokus pelaksanaan CSR oleh perusahaan keluarga di Indonesia, Jepang dan Thailand. Kami menganalisa apa saja persamaan dan perbedaan negara negara ini Pene litian ini melibatkan in depth literature review dan juga analisa menggunakan NVivo. Penelitian ini juga melibatkan wawancara dengan pelaku perusahaan keluarga untuk menggali lebih dalam informasi perihal topik studi. Hasil penelitian menunjukkan bahwa kultur agama moral dan ethics sebagai driving factors untuk perusahaan keluarga Semua perusahaan keluarga memfokuskan program CSR mereka terhadap pendidikan komunitas dan lingkungan hidup Meskipun semua Negara memiliki kesamaan tetapi mereka juga memiliki."

"Di era saat ini adalah suatu kewajiban bagi setiap pelaku usaha untuk menciptakan bisnis dengan memperhatikan tanggung jawab sosial dengan para stakeholder. Banyak penelitian yang menyatakan bahwa keberlangsungan bisnis dalam jangka panjang meningkat ketika perusahaan mampu memenuhi keinginan atau kepentingan para stakeholder. Untuk itu persepsi konsumen sebagai stakeholder penting bagi perusahaan dalam menilai kegiatan CSR yang dilakukan perusahaan akan sangat menentukan kelangsungan bisnis perusahaan. Penelitian ini dibuat untuk menilai efek atau pengaruh yang terjadi dari persepsi masyarakat terhadap antiseden dan konsekuensi dari kegiatan CSR. Antiseden adalah sebuah evaluasi sebelum terbentuknya kegiatan CSR yang merupakan ekspektasi masyarakat dengan menilai kinerja keuangan dan kualitas pernyataan etika perusahaan. Konsekuensi adalah persepsi yang timbul akibat adanya kegiatan CSR yaitu reputasi perusahaan, resiko membeli yang dipersepsikan, kepercayaan konsumen dan loyalitas konsumen. Penelitian dilakukan kepada 175 ibu-ibu rumah tangga dan analisa penelitian menggunakan metode Structural Equation Modeling (SEM) memperlihatkan adanya signifikansi pengaruh positif dari kinerja perusahaan dan kualitas pernyataan etika terhadap ekpektasi dari kegiatan CSR, Aktivitas CSR juga menimbulkan pengaruh positif terhadap reputasi dimana reputasi menimbulkan signifikansi pengaruh negatif terhadap resiko membeli yang dipersepsikan dan pengaruh positif terhadap kepercayaan. Dalam penelitian juga terlihat signifikansi pengaruh positif antara kepercayaan konsumen dengan loyalitas konsumen dan pengaruh negatif kepercayaan konsumen terhadap resiko membeli. Namun pada penelitian ini ditemukan fakta yang tidak signifikan dimana evaluasi konsumen atas kegiatan CSR tidak menimbulkan pengaruh positif yang signifikan terhadap kepercayaan konsumen dan loyalitas konsumen.

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In the current era of business, businesses are obliged to create businesses that pay attention to social responsibility with stakeholders. Much research stating that the existence of long term business increased when the company was able to meet the wishes or interests of the stakeholders. To that end, the perception of consumers as stakeholders important to companies in assessing a company's CSR activities conducted. This research was made to assess the consumer's perception of the antecedent and consequence of CSR activities. Antecedent is an evaluation prior to the formation of CSR activities that constitute the community's expectations, by assessing the financial performance and the quality of the company's ethics statement. The consequence is the perception that arise due to the presence of CSR activities like reputation, consumer trust, perceived risk, and consumer loyalty . This research was conducted to 175 housewife?s as a respondent and analyzed by using SEM (structural equation modeling) methods.

Result of this studies showed a significance of the positive influence on the financial performance and quality of ethical statements to expectation of CSR activities. CSR activities has a positive influence on corporate reputation, and reputation has a negative influence on the perceived risk and has a positive influence on consumer trust. This study also led to the significance of positive influence between trust and consumer loyalty and trust has a negative influence to perceive risk. However, this research found that there is no significance influence between evaluation of CSR activities on trust and consumer loyalty."

"The main idea of Corporate Social Responsibility (CSR) which has become a hot topic at the present is that companies doing businesses are not only committed to their shareholders but also their stakeholders. This commitment is shown from the contribution to develop a sustainable economy by contributing to the environment and working with employees, their families, the local community and society at large to improve their lives in ways that are good for business and for development. Through CSR, the establishment of good corporate governance will be supported. It is one of the means in realizing the principles of corporate governance established by the Organization for Economic and Co-operation andDevelopment (OECD) in 2004. OECD listed these principles which are:

1. Ensuring the basis for an effective corporate governance framework

2. The rights of shareholders and key ownership functions,

3. The equitable treatment of shareholders,

4. The role of stakeholders in corporate governance,

5. Disclosure and Transparency,

6. Responsibilities of the Board.

The principles were first endorsed back in 1999 by OECD ministers and since then they have become an international benchmark for investors, policy makers, corporations and stakeholders worldwide.

The discussion on the matter of CSR reheated in Indonesia when there were rumors that a new law will be established on the requirement and details in conducting CSR.Eventually it became the main discussion due to the approval of the draft of the much fearful new law ; Company Law article 74 (UU Perseroan Terbatas pasal 74) on July 20th, 2007 one of which paragraph states that every company operating in areas relating to natural resources is obliged to fulfill its social and environment responsibilities. The approval of this new law surely invites pros and contras from many constituents. It seems that many still feel that CSR is not necessary and only should be voluntary. The problem is when CSR was a voluntary activity, only a few are willing to carry it out furthermore to give their best to contribute on the matter. Unilever as one of the companies realizing the importance of CSR has been executing CSR since it was first established. Its reputation in the CSR implementation is recognized nationally and internationally; many have awarded Unilever for its outstanding achievements. Programs are approached using the triple bottom-line approach so that it covers the three perspectives, namely social, economy and environmental. Thus, the company formulates CSR programs mainly in three areas environment, small and medium enterprises and health and hygiene. The programs have been enormously successful and have contributed significantly to the sustainable operations of the company and its position as a market leader and as the brand preferred by the people. This excellent implementation of CSR is a mirror image of the commitment made by the company to its stakeholders; an emphasis on the growing awareness in the industry to alter companies? point of views in their purpose of existence from maximizing shareholders? value to stakeholders? value. It has also helped the implementation of good corporate governance at Unilever as CSR is one of the elements of supporting good corporate governance."

"RINGKASAN EKSEKUTIFTugas Karya Akhir ini membahas mengenai perencanaan komunikasi sosial terpadu yang ditujukan bagi karyawan PT Unilever Indonesia Tbk dalam kaitannya dengan pengembangan program bank sampah di DKI Jakarta. Berdasarkan data dari Yayasan Unilever Indonesia per Juni 2014, jumlah bank sampah binaan Unilever yang terdapat di DKI Jakarta berjumlah 158 bank sampah. Bila dibandingkan dengan jumlah RT di DKI Jakarta yang mencapai 30.442 RT, angka bank sampah tersebut masih tergolong kecil. Padahal bank sampah merupakan salah satu solusi dalam mengatasi masalah persampahan di DKI Jakarta. Hal ini disebabkan karena perilaku ramah lingkungan belum menjadi kebiasaan dari masyarakat dan belum adanya agen yang menjadi penggerak perilaku ini.Atas dasar itu, maka Yayasan Unilever Indonesia sebagai yayasan yang bernaung di bawah Unilever menganggap bahwa perlu dibuat sebuah komunikasi pemasaran sosial terpadu untuk meningkatkan jumlah wilayah adaptor bank sampah dengan melibatkan para karyawan PT Unilever Indonesia Tbk sebagai wujud prinsip sustainable living yang menjadi dasar sekaligus visi Unilever.Kampanye ini akan mengusung ide besar "The Ultimate Champion" yang bertujuan untuk menggali jiwa kompetitif khayalak sasaran untuk berlomba menjadi yang terdepan dalam urusan menjaga lingkungan. Kampanye ini akan dibuat dalam bentuk kompetisi dan dibagi ke dalam tiga periode.Program kampanye yang dilakukan selama enam bulan ini akan menghabiskan biaya sebesar Rp 617.771.461. Demi kelancarannya, kampanye ini akan diawasi dan dievaluasi dalam rangka melihat dampak dan efektivitas kampanye.

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EXECUTIVE SUMMARYThis final assignment will be discussing a social communication planning as an integrated advertising for Unilever Indonesia?s employees, related to development of waste bank program in DKI Jakarta. Based on data gathered by Unilever Indonesia Foundation, as per June 2014 there are 158 waste banks in DKI Jakarta which has been developed under Unilever Indonesia. If compared to total residential in DKI Jakarta that reached 30.422 units, the number of waste banks is still categorized as low. Moreover, waste bank development is one of solution to handle waste problem in DKI Jakarta. This situation is caused by people have not been implementing the environmental friendly behavior, yet no agent of change promoting this behavior.According to this situation, Unilever Indonesia Foundation, as an organization which under the auspices of Unilever, agreed that there is a need to initiate an integrated social marketing communication in order to elevate the number of adaptor of waste bank, which involve Unilever Indonesia?s employees as an implementation of sustainable living which has been being Unilever?s principle and vision as well to run business.This campaign will carrying the big idea "The Ultimate Champion", which aim to explore the competitive nature of the target to compete being the champion in order to defend mother earth. This campaign will be packaged in ?competition? form and divided into three stage of process.This campaign will run for six months and consume the total budget Rp 617.771.461For its progress, this campaign will also be monitored and evaluated in order to see the impact and the effectiveness of the campaign itself."