PENGARUH PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP CITRA PERUSAHAAN UMUM (Perum) BULOG

FATMAWATI, RORO AYU (2019) PENGARUH PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP CITRA PERUSAHAAN UMUM (Perum) BULOG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Perum BULOG is one of the State Owned Enterprises which engaged in the Logistics field and is in charge of managing the food self sufficiency in Indonesia. Perum BULOG famous for its Rastra (Beras Sejahtera) or Raskin (Beras Raskin) program that has given to the lower class of society. Many people stated that this program was very helpful for the poor, but the rice quality that has given to them must be improved again. People who receive this assistace program often complain that the rice which is obtained dirty, have a bad smell,and there is even a nail. This is what makes the public perceives. Perum BULOG by one eye, the existence of Perum BULOG begins to decline. Therefor, Perum BULOG tring to make the Corporate Social Responsibility (CSR) program to change the view of the community towards Perum BULOG. This program is named Rumah Pangan Kita (RPK). The purpose of this research is to find out the influence of CSR programs on the image of Perum BULOG, and to find out how much the impact of the CSR program has on the image of Perum BULOG. The Researcher used a sample probability sampling method .This research type is quantitative, with a positivistic paradigm. The research method used is survey. The data analysis technique used is bivariate test and simple linear regression. The conclusion that can be drawn from this study is the CSR program has an effect on the image of BULOG. This can be seen from the results of the t test and simple linear regression which states that the value of T count > T table, it means that Ho is rejected and Ha is accepted. And the magnitude of the coefficient of determination (R2) is 0.539, meaning that there is an influence of CSR programs of 53,9 % and the 46,1 % remaining is influenced by other variables that the researchers did not involve in this study. Keyword : Corporate Social Responsibility, impact, image. Perum BULOG adalah satu BUMN yang bergerak di bidang logistik, dan bertugas mengelola swasembada pangan di Indonesia. Perum BULOG terkenal dengan program rastra (beras sejahtera) atau raskin (beras miskin) yang diberikan kepada masyarakat menengah ke bawah. Banyak masyarakat yang menyatakan bahwa program ini sesunggahnya sangat membantu bagi masyarakat yang kurang mampu, namun kualitas beras yang diberikan hendakanya ditingkatkan kembali. Masyarakat yang menerima program bantuan ini sering mengeluhkan, bahwa beras yang diperoleh kotor; berbau apek; bahkan berkutu. Inilah yang kemudian membuat masyarakat memandang Perum BULOG sebelah mata, eksistensi Perum BULOG pun mulai menurun. Untuk itu, Perum BULOG mencoba membuat suatu program corporate social responcibility (CSR) untuk mengubah pandangan masyarakat terhadap Perum BULOG. Program ini diberi nama Rumah Pangan Kita (RPK). Adapun tujuan dilakukannya penelitian ini adalah untuk mengetahui adanya pengaruh program CSR terhadap citra Perum BULOG, dan mengetahui seberapa besar pengaruh program CSR tersebut terhadap citra Perum BULOG. Peneliti menggunakan metode penarikan sampel probabilitas sampling. Teknik analisis data yang digunakan adalah uji bivariate dan regresi linear sederhana. Kesimpulan yang dapat diambil dari penelitian ini adalah program CSR berpengaruh terhadap citra Perum BULOG. Hal tersebut terlihat dari hasil uji t dan regresi linear sederhana yang menyatakan bahwa nilai t hitung > t tabel, ini berarti Ho ditolak dan Ha diterima. Dan besarnya nilai koefisien determinasi (R2) adalah 0,539, artinya ada pengaruh program CSR sebesar 53,9 % dan sisanya 46,1% dipengaruhi oleh variabel lain yang tidak peneliti libatkan pada penelitian ini. Kata kunci: corporate social responcibility; pengaruh, citra

Item Type: Thesis (S1)
Call Number CD: FK/PR. 19 209
Call Number: SK/42/19/055
NIM: 44216110051
Uncontrolled Keywords: corporate social responcibility; pengaruh, citra
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.3 Programs/Program > 005.36 Programs for Personal Computers/Program untuk Komputer Personal > 005.368 Programs For Specific Operating Systems and For Specific User Interfaces/Program untuk Sistem Operasi Tertentu dan Antarmuka Pengguna Khusus > 005.3684 Programs For Specific User Interfaces/Program untuk Tampilan Antarmuka Pengguna Khusus
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.3 Programs/Program > 005.36 Programs for Personal Computers/Program untuk Komputer Personal > 005.369 Specific Programs/Program Tertentu
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.7 Data in Computer Systems/Data dalam Sistem-sistem Komputer > 005.71 Data Communications/Komunikasi Data > 005.712 Programming For Specific Types of Computers, For Specific Operating Systems, For Specific User Interfaces/Pemrograman Untuk Jenis Komputer Tertentu, Untuk Sistem Operasi Tertentu, Untuk Tampilan Antarmuka Pengguna Tertentu
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.7 Data in Computer Systems/Data dalam Sistem-sistem Komputer > 005.71 Data Communications/Komunikasi Data > 005.713 Program/Program
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.78 Programz/Program
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 02 Dec 2019 03:36
Last Modified: 08 Jan 2020 03:27
URI: http://repository.mercubuana.ac.id/id/eprint/52421

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