CORPORATE SOCIAL RESPONSIBILITY SEBAGAI PERTUNJUKAN : PERSPEKTIF DRAMATURGI DALAM MEMAHAMI PENGELOLAAN CITRA PERUSAHAAN (STUDI PADA PT BANK RAKYAT INDONESIA TBK)

Abstract

This study aims to understand how PT Bank Rakyat Indonesia Tbk. (BRI) uses Corporate Social Responsibility (CSR) programs as a performance to shape and manage the company's image, using Erving Goffman's dramaturgical perspective. Through a qualitative approach and case study method, data were collected through semi-structured interviews with internal parties of the company and analysis of documents such as sustainability reports, media publications, and CSR campaigns. The findings show that BRI's CSR operates in two symbolic areas: the frontstage, which is presented to the public through positive narratives, promotional media, and formal reporting; and the backstage, which reflects internal dynamics, planning processes, and the reality of program implementation. The analysis reveals that although CSR is carried out with social goals, public representation is often strategically arranged to strengthen the institutional image. Thus, CSR is not only a practice of social responsibility, but also a dramaturgical instrument in managing corporate impressions. This study broadens the understanding of CSR as a social construction and its contribution to shaping corporate legitimacy in the eyes of the public.