Peran Konten Aplikasi Sedekah Sampah pada Partisipasi Karyawan PT Indocement Tunggal Prakarsa Tbk

This driven by the low participation of employees in the environmental CSR program at PT Indocement Tunggal Prakarsa Tbk through the sedekah sampah application. The core problem centers on digital communication content management strategies that overlook cross-generational demographic gaps as a determining variable for user angagement. This research utilizes a descriptive qualitative approach analyzed through the lens of the Fogg Behavior Model formula (B=M A P). The results indicate that visual content successfully triggers the motivation of active employees through the concept of alms. However, the ability chain of senior employees is disrupted due to text-heavy external promotional content formats and a lack of prompt types that facilitate action. In conclusion, corporate environmental communication management must be transformed from a one-way pattern into tactical audio-visual materials, and sustainable content production.