CSR COMMUNICATION MODEL AS A SUSTAINABLE SOCIAL INNOVATION IN PRIVATE OWNED ENTERPRISE IN INDONESIA (CASE OF PROGRAM OF KALBE FARMA IN PANDAWA LIMA VILLAGE)

Abstract Sustainability has become a critical issue in 21st-century business due to the ongoing exploitation of natural resources. Various organizations and private sectors are working together to create initiatives that support environmental, social, and economic futures. The concept of Corporate Social Responsibility (CSR) emerges as both a form of corporate accountability and a role of Public Relations in engaging stakeholders. CSR development involves identifying community needs and shaping programs that require targeted communication. This study aims to analyze innovations in CSR activities related to environmental and social issues through the CSR Communication Model. The research focuses on the CSR program of one of private owned enterprise in Indonesia, PT Kalbe Farma in Wonogiri, Central Java. Using a case study method, data were collected through interviews with Kalbe Farma’s CSR team and local stakeholders. The findings reveal that Kalbe’s CSR innovations are based on community needs, implemented strategically with strong communication and transparency, and support corporate sustainability through empowerment, collaboration, and effective stakeholder engagement.