Optimalisasi Komunikasi Digital dalam Meningkatkan Citra PDAM Kota Bogor Melalui Program CSR

Abstract

This study aims to analyze the digital communication strategy of the Corporate Social Responsibility Division of PDAM Tirta Pakuan Kota Bogor in strengthening the company's corporate image. Although studies on digital communication within organizational contexts in Indonesia have grown considerably, Wiryany et al. (2022) highlight that companies that have not strategically adapted tend to face a gap between message delivery efforts and the formation of positive public perception particularly in studies concerning regional public service companies, which remain limited. Employing a descriptive qualitative method grounded in an internship-based approach, with data collected through direct observation, in-depth interviews with three informants from the CSR Division, and literature review, this study contributes empirical evidence on digital CSR communication patterns that have thus far received minimal scholarly attention. The findings indicate that the consistent use of Instagram, Facebook, and the company's official website is capable of increasing public awareness, building public trust, and reinforcing the company's positive reputation. Overall, this study demonstrates that digital communication is a strategic factor that contributes significantly to the sustainability of CSR programs as well as the strengthening of PDAM Tirta Pakuan's image in the eyes of the public.