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Research Paper | Communication or Media Studies | Indonesia | Volume 7 Issue 8, August 2018 | Popularity: 6.9 / 10

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CSR based MSME Empowerment through Product Marketing Competency Enhancement by Digital Marketing

Enjang Pera Irawan

Abstract: Indonesia as the largest digital economy in 2020 and aimed to be the largest in South East Asia. Government aims the ecommerce transaction achieve US$ 130 Billion value and create a thousand technopreneur with US$10 Billion business value in 2020. To achieve the target, supports are needed from various parties through various program, including Corporate Social Responsibility (CSR). Refers to the problem, this research aims to discover and analyze how sundaydigital. com as a company engaged in digital marketing communication agency run a CSR program based on micro to medium enterprises through product marketing competing enhancement by digital marketing. This research uses quantitative methode with single study case design. The finding of this study is CSR program from sundaydigital. com is a commitment form of company to build and develop the micro to medium enterprises empowerment through digital marketing concept, along with strengthening the reputation of company. CSR Program is communicated through three communication model, among them are Linear model of communication, Interactional model of communication and Transactional model of communication. CSR Program implements mixed type strategy, where the company collaborates with support partners and stakeholders. Suggestions that can be given are 1) Audience research has to be done before CSR implementation, 2) CSR activities have to be documented in structure and systematic through in-depth study (due dilligence study) for the organizer, internally and externally from sundaydigital. com.3) Innovate in building awareness, knowledge, and concerns to the external so the CSR program works well, 4) It is recommended for sundaydigital. com to communicate CSR Program through expert practitioner in digital marketing field.

Keywords: CSR, empowerment, digital, marketing

Edition: Volume 7 Issue 8, August 2018

Pages: 50 - 59

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