Implementation of Corporate Social Responsibility (CSR) at Hotel H Boutique Jogja in Maintaining Brand Image

Abstract

The low level of implementation of Corporate Social Responsibility (CSR) in some Indonesian companies reflects the challenges in building social responsibility. However, since 2022, there has been a 10% increase in the implementation of CSR in Indonesia. CSR plays an important role in strengthening a company's relationship with society, preserving the environment, and building long-term sustainability. However, there are still companies that consider CSR as a taboo. Through a case study on Hotel H Boutique Jogja, this research outlines the implementation of CSR in maintaining brand image. The research method used is qualitative with a descriptive approach. This research is studied with the theory of Corporate Social Responsibility (CSR) from Philip Kotler and Nancy Lee to analyze the implementation of corporate responsibility at Hotel H Boutique Jogja. The results of this study show that Hotel H Boutique Jogja implements various CSR programs such as Malioboro cleaning activities, celebration activities, social campaigns, charity, and waste sorting. The hotel is committed to strengthening relationships with the community as well as forming a sustainability- oriented brand image.