COMMUNICATING CARE: Applying Komunikasih Theory in CSR Strategy

doi:10.36782/jcs.v15i1.2699

COMMUNICATING CARE: Applying Komunikasih Theory in CSR Strategy

Rahmat Zamzami, Prima Mulyasari Agustini

Abstract

Corporate Social Responsibility (CSR) programs often struggle to foster meaningful engagement due to a lack of empathetic, context-sensitive communication. This study examines how Komunikasih theory is implemented in the CSR program “Cares for Children” by Novotel Jakarta Cikini. Using a qualitative explanatory case study approach, data were collected through in-depth interviews, observations, and document analysis, and analyzed with the interactive model of Miles, Huberman, and Saldaña. The findings show that key principles of Komunikasih (such as heartfelt intention, empathetic meaning-making, constructive messaging, compassionate delivery, positive media use, and affective impact) are consistently reflected in the program’s design and execution. The initiative addresses real community needs related to stunting through participatory communication and strategic media use, resulting not only in increased knowledge but also stronger trust and emotional connection with the community. Theoretically, this study extends CSR communication literature by demonstrating the relevance of Komunikasih's theory in the hospitality sector. In practice, it highlights the importance of empathetic, transparent, and responsive communication for enhancing CSR effectiveness and community engagement.

To cite this article (7^th APA style):

Zamzami, R. & Agustini, P. M. (2025). Communicating care: Applying Komunikasih theory in CSR strategy. Journal Communication Spectrum: Capturing New Perspectives in Communication, 15(1), 56-68. https://dx.doi.org/10.36782/jcs.v15i1.2699

Keywords

Corporate Social Responsibility; CSR Communication; Empathic Communication; Hospitality Industry; Stakeholder Engagement

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