SARIFAH, ANNI (2018) TAHAPAN CORPORATE SOCIAL RESPONSIBILITY (CSR) KOMPAS GRAMEDIA MELALUI PROGRAM AkuBaca Tahun 2017. S1 thesis, Universitas Mercu Buana.
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Abstract
The condition of reading interest in Indonesian society is indeed quite alarming. Based on the Most Littered Nation In the World study conducted by Central Connecticut State University in March 2016, Indonesia was ranked 62nd out of 65 countries about reading interest. Based on a UNESCO survey in 2015, the reading interest of the Indonesian people was only 0.001 percent (out of 1000 people, only 1 Indonesian liked to read). The unfriendly fact was also emphasized by the National Library's study in 2015, regarding the reading interest of the Indonesian people showing a number of 25.1 or a low category. From the background above the researcher raised the problem of research on Kompas Gramedia's CSR through the "AkuBaca" program where the program carried out by Kompas Gramedia was motivated by the condition of Indonesian public interest in reading which was still relatively low compared to other countries. The theories and concepts used by researchers include the concepts of communication, Public Relations and Corporate Social Responsibility. Selection of the concept of theory is used as a reference in the preparation of theses relating to CSR. The research method used is case study to find out what stages Kompas Gramedia is doing in implementing CSR. In-depth interviews and field observations are primary data collection techniques conducted by researchers in this research process. Kondisi minat baca masyarakat Indonesia memang cukup memprihatinkan. Berdasarkan studi Most Littered Nation In the World yang dilakukan oleh Central Connecticut State Univesity pada Maret 2016 lalu, Indonesia dinyatakan menduduki peringkat ke-62 dari 65 negara soal minat membaca. Berdasarkan survei UNESCO pada tahun 2015, minat baca masyarakat Indonesia baru 0,001 persen (dari 1000 orang, hanya 1 orang Indonesia yang suka membaca). Fakta yang tidak bersahabat tersebut, juga ditekankan oleh kajian Perpustakaan Nasional pada tahun 2015, mengenai minat baca masyarakat Indonesia menunjukkan angka 25,1 atau kategori rendah. Dari latar belakang diatas peneliti mengangkat permasalahan penelitian mengenai CSR Kompas Gramedia melalui program “AkuBaca” dimana program yang dilakukan Kompas Gramedia dilatar belakangi dengan kondisi minat baca masyarakat Indonesia yang masih terbilang rendah disbanding dengan negara-negara lain. Teori-teori dan konsep yang digunakan peneliti antara lain konsep komunikasi, Public Relations dan Corporate Social Responsibility. Pemilihan Konsep teori digunakan sebagai acuan dalam penyusunan skripsi yang berhubungan dengan CSR. Metode penelitian yang digunakan adalah studi kasu untuk mengetahui tahapan-tahapan apa saja yang dilakukan Kompas Gramedia dalam melkasanakan CSR AkuBaca. Wawancara secara mendalam dan observasi lapangan merupakan teknik pengumpulan data primer yang dilakukan peneliti dalam proses penelitian ini.
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