KAMPANYE SUSTAINABLE DEVELOPMENT GOALS PT RIAU ANDALAN PULP AND PAPER MELALUI INSTAGRAM @SAHABATRAPP DALAM MEMPERTAHANKAN CITRA PERUSAHAAN

SIHOTANG, NAOMI JULIANI and Murti, Krisna and Jaya, Eko Pebryan (2025) KAMPANYE SUSTAINABLE DEVELOPMENT GOALS PT RIAU ANDALAN PULP AND PAPER MELALUI INSTAGRAM @SAHABATRAPP DALAM MEMPERTAHANKAN CITRA PERUSAHAAN. Undergraduate thesis, Sriwijaya University.

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Abstract

The pulp and paper industry faces increasing scrutiny regarding sustainability, particularly in Indonesia, where environmental concerns shape public perceptions of corporate responsibility. This study explores how PT Riau Andalan Pulp and Paper (RAPP) leverages Instagram @sahabatrapp to communicate its commitment to the Sustainable Development Goals (SDGs) and maintain a positive corporate image. Using a qualitative approach and campaign management theory, this research examines the planning, development, implementation, monitoring, and evaluation of RAPP’s sustainability campaign. The findings reveal that visually engaging and strategically crafted content enhances audience interaction and fosters a favorable perception of the company’s environmental initiatives. Transparency and consistent messaging are identified as key factors in building stakeholder trust. Additionally, the use of storytelling and interactive media contributes to increased public engagement, positioning RAPP as a proactive player in corporate sustainability. This study underscores the role of social media as a strategic communication tool for companies seeking to align business practices with sustainability goals while maintaining corporate credibility. Keywords: Sustainability Campaign, Social Media, Corporate Image, SDGs, Qualitative Research, PT RAPP

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kampanye Keberlanjutan, Media Sosial, Citra Perusahaan, SDGs, Penelitian Kualitatif, PT RAPP
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Naomi Juliani Sihotang
Date Deposited:	25 Mar 2025 06:53
Last Modified:	25 Mar 2025 06:53
URI:	http://repository.unsri.ac.id/id/eprint/170134

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