Every business has a commitment to be responsible to its stakeholders where it operates in order to create public welfare as well as benefits to the business itself through implementing Corporate Social Responsibility (CSR). CSR is a form of commitment of a business to show their responsibility to those who are affected directly nor indirectly by their business activities. Just like other businesses, Electronic commerce or E-commerce also has a commitment in implementing social responsibility although they run their business digitally. Lazada Indonesia, is one of the e-commerce companies that constantly carries out CSR activities. In 2020, Lazada carried out a CSR activity where Lazada donated some fund to BAZNAS as well as conducted a joint fundraising with BAZNAS for those affected by coronavirus or COVID-19. Lazada Indonesia took immediate action since COVID-19 entered Indonesia in the beginning of March 2020, the CSR activity itself was implemented online through the company’s application and this managed to get positive respond which can be seen through a lot of publicity Lazada Indonesia has gotten. This research used Carroll’s CSR Pyramid theory, Public relations, Corporate Social Responsibility, Corporate Image, and strategic planning for Public Relations in analysing the implementation of Lazada Indonesia’s CSR activity in order to increase the image of Lazada Indonesia. The methodology used in this research is qualitative method by conducting in-depth interviews. The result shows that the implementation of CSR activity by Lazada Indonesia was carried out not far from the strategic planning for Public Relations by Ronald D. Smith. With the selection of its CSR activity problem, Lazada Indonesia gained positive respond which resulted on a lot of publicity which also affected the image of Lazada Indonesia.

Keywords : Corporate social responsibility, corporate image, fundraising collaboration.