PRIHATINI, RURI (2026) IMPLEMENTASI CORPORATE SOCIAL RESPONBILITY SEBAGAI UPAYA PENINGKATAN CITRA POSITIF PT.TIRTA FRESINDO JAYA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Plastic waste has become an environmental issue requiring serious attention, particularly for bottled drinking water companies that use plastic packaging. PT Tirta Fresindo Jaya implements the Waste Bank Program as a form of Corporate Social Responsibility focusing on waste management and community empowerment. This study aimsto explain the implementation of the CSR Waste Bank Program in enhancing the positive image of PT Tirta Fresindo Jaya. This study applies the concepts of Corporate Social Responsibility, CSR implementation, corporate image, and circular economy. Freeman’s Stakeholder Theory is used as the main theoretical framework to explain the importance of involving the company, government, Waste Bank management, and local communities in the program. This study uses a constructivist paradigm, a qualitative approach, and a case study method. Informants were selected through snowball sampling and consisted of representatives of PT Tirta Fresindo Jaya’s CSR team, Waste Bank management, and community beneficiaries. Data were collected through in-depth interviews, observation, and documentation. Data analysis followed the Miles and Huberman model, while data credibility was examined through source triangulation. The results show that the Waste Bank Program was implemented through problem identification, planning, implementation, mentoring, monitoring, and evaluation. The program increased community awareness of waste sorting, reduced waste disposed of at landfills, and provided economic benefits through a waste savings system. Continuous mentoring and stakeholder involvement created positive public perceptions and increased community trust. Therefore, the Waste Bank Program has contributed to strengthening the image of PT Tirta Fresindo Jaya as a socially and environmentally responsible company. Keywords: Corporate Social Responsibility, Waste Bank, Corporate Image, Stakeholder, Circular Economy. Permasalahan sampah plastik menjadi isu lingkungan yang perlu mendapat perhatian, khususnya bagi perusahaan Air Minum Dalam Kemasan yang menggunakan plastik sebagai kemasan produk. PT Tirta Fresindo Jaya menjalankan Program Bank Sampah sebagai implementasi Corporate Social Responsibility yang berfokus pada pengelolaan sampah dan pemberdayaan masyarakat. Penelitian ini bertujuan menjelaskan implementasi Program CSR Bank Sampah dalam meningkatkan citra positif PT Tirta Fresindo Jaya. Penelitian ini menggunakan konsep Corporate Social Responsibility, implementasi CSR, citra perusahaan, dan ekonomi sirkular. Teori utama yang digunakan adalah Teori Stakeholder Freeman untuk menjelaskan pentingnya keterlibatan perusahaan, pemerintah, pengelola Bank Sampah, dan masyarakat dalam pelaksanaan program. Penelitian menggunakan paradigma konstruktivisme dengan pendekatan kualitatif dan metode studi kasus. Informan ditentukan melalui teknik snowball sampling, yaitu pihak CSR PT Tirta Fresindo Jaya, pengelola Bank Sampah, dan masyarakat penerima manfaat. Data diperoleh melalui wawancara mendalam, observasi, dan dokumentasi. Analisis data menggunakan model Miles dan Huberman, sedangkan keabsahan data diperiksa melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa Program Bank Sampah dilaksanakan melalui identifikasi masalah, perencanaan, pelaksanaan, pendampingan, monitoring, dan evaluasi. Program tersebut meningkatkan kesadaran masyarakat dalam memilah sampah, mengurangi sampah yang dibuang ke TPA, serta memberikan manfaat ekonomi melalui tabungan sampah. Pendampingan berkelanjutan dan keterlibatan para stakeholder membentuk persepsi positif serta meningkatkan kepercayaan masyarakat. Dengan demikian, Program Bank Sampah berkontribusi dalam memperkuat citra PT Tirta Fresindo Jaya sebagai perusahaan yang bertanggung jawab secara sosial dan lingkungan. Kata Kunci: Corporate Social Responsibility, Bank Sampah, Citra Perusahaan, Stakeholder, Ekonomi Sirkular.
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