Detail Cantuman

As a new company, PT. Bank Rakyat Indonesia Agroniaga Tbk. (Bank BRI ARGO) is not yet widely known by the public. This is affects to corporate image in the public's eye. To improve corporate image, Bank BRI ARGO do some strategies, which one of them is by conducting CSR program. The purpose of the researcher in doing this research is to know and describe CSR program by Bank BRI ARGO in improving corporate image.

Theories that used in this research are legitimacy theory, stakeholder theory and social contract theory. The conceptual frameworks are public relations, external relations, community relations, corporate social responsibility and corporate image.

This research uses qualitative approach and the type of research is descriptive. Meanwhile collection data methods that used in the research are interview and non-participant observation at Bank BRI ARGO. The validity and reliability data method that used is triangulation of source.

The result of the research is that the implementation of CSR program by Bank BRI ARGO uses four steps, which are planning, implementation, evaluation and report. The CSR programs that conducted by Bank BRI ARGO can be categorized as Corporate Philanthropy and Corporate Societal Marketing. The benefits from CSR program for Bank BRI ARGO are financial reward and non-financial reward.