IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY DALAM MEMBENTUK REPUTASI PERUSAHAAN(Studi Kasus Program CSR Pascatambang Bauksit Kijang PT ANTAM Tbk).

HERAWATI, EVI (2016) IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY DALAM MEMBENTUK REPUTASI PERUSAHAAN(Studi Kasus Program CSR Pascatambang Bauksit Kijang PT ANTAM Tbk). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Corporate Social Responsibility (CSR) adalah komitmen sebuah perusahaan terhadap para stakeholder. Kegiatan ini dilakukan untuk mendukung orientasi perusahaan yang tidak hanya mengutamakan keuntungan materi, tetapi juga relasi. Penelitian ini ingin mengetahui bagaimana implementasi program CSR pascatambang bauksit Kijang Kepulauan Riau oleh PT ANTAM Tbk, bagaimana peran Public Relations (PR) dalam kegiatan CSR, serta bagaimana reputasi yang terbentuk bagi para stakeholders melalui kegiatan CSR tersebut. Metode Penelitian yang digunakan adalah studi kasus melalui pendekatan deskriptif kualitatif dengan paradigma konstruktivis. Data penelitian diperoleh dari hasil wawancara dengan beberapa pihak internal ANTAM yaitu Direktur Umum& CSR, Manager PR, Senior Manager CSR, Comdev Post Ming, serta beberapa perwakilan masyarakat penerima bantuan. Penelitian ini menyimpulkan bahwa pelaksanaan program CSR pascatambang bauksit Kijang oleh PT ANTAM fokus pada pemberdayaan ekonomi masyarakat. Hal ini bertujuan agar tumbuh mesin penggerak ekonomi baru dari yang sebelumnya bergantung dari operasi tambang. Peran PR dalam implementasi CSR ANTAM adalah dari sisi publikasi. PR bertanggung jawab dalam menyampaikan informasi mengenai program CSR yang dilakukan perusahan melalui media massa demi mencapai eksistensi dan reputasi yang positif. Sedangkan Divisi CSR bertanggung jawab penuh atas pelaksanaan program CSR, dimulai dari perencanaan hingga evaluasi. Kolaborasi antara keberhasilan program CSR serta publikasi positif di media telah membentuk reputasi perusahaan. Selain itu, penghargaan yang diberikan pihak eksternal semakin menguatkan reputasi ANTAM sebagai perusahaan tambang yang berwawasan lingkungan. Kata kunci: Corporate Social Responsibility, Public Relations, Reputasi. Corporate Social Responsibility (CSR) is a firm commitment to stakeholders. This activity is done to support the orientation of a company that not only prioritizes material gain, but also relationships. This study investigates how the implementation of CSR programs Kijang bauxite- mining by PT Riau Islands ANTAM Tbk, how the role of Public Relations (PR) in CSR activities, as well as how the established reputation for stakeholders through the CSR activities. The research method used was a case study with a qualitative descriptive approach with the constructivist paradigm. Data were obtained from interviews with several internal parties ANTAM ie Director General & CSR, PR Manager, Senior Manager of CSR, Community Development Post Ming, as well as some representatives of the beneficiaries. This study concluded that the implementation of CSR programs Kijang bauxite-mining by PT ANTAM focus on economic empowerment. It is intended that the engine of new economic growth than previously dependent on mining operations. PR's role in CSR implementation ANTAM is on the side of publication. PR responsible in conveying information about the company CSR programs through the mass media in order to achieve a positive existence and reputation. While CSR Division are fully responsible for the implementation of CSR programs, starting from planning to evaluation. Collaboration between the success of CSR programs and positive publicity in the media has established the company's reputation. In addition, an award given externally reinforced ANTAM reputation as a mining company that is environmentally sound. Keywords: Corporate Social Responsibility, Public Relations, Reputation.

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