MAULINDA, NANDA (2022) STRATEGI PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) PD. PASAR JAYA DALAM MEMBANGUN REPUTASI (PROGRAM CSR PD. PASAR JAYA BANTU PENDIDIKAN DAN BIAYA OPERASIONAL PENITIPAN ANAK). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Seeing the many children of traders/laborers playing in the market environment without the supervision of their parents and the feelings of concern of parents while working in the market. So that CSR program was made PD. Pasar Jaya helps with education and child care operational costs. The concept used in this study is the triple bottom line concept proposed by John El Kington 1994 consisting of the 3P concept (profit, people, and planet). So here in addition to pursuing profit (profit) for stakeholders, companies must also pay attention to and be involved in fulfilling the welfare of the community (people), and actively contribute in preserving the environment (planet) so as to create sustainable development (sustainable development). In this study, the researcher used a qualitative research method with the nature of the research being a descriptive study. Techniques and data collection through observation, in-depth interviews, and documentation. This CSR activity aims to be responsible for the company and to build and improve a good reputation for PD. Pasar Jaya. CSR Program PD. Pasar Jaya helps with education and child care operational costs, is one of the CSR programs or events created by PD. Pasar Jaya. Keywords: Corporate Social Responsibility (CSR), Reputation, PD. Pasar Jaya. Melihat banyaknya anak-anak para pedagang/buruh yang bermain di lingkungan pasar tanpa pengawasan dari para orang tua serta rasa kekhawatiran para orang tua pada saat bekerja di pasar. Sehingga dibuatlah program CSR PD. Pasar Jaya bantu pendidikan dan biaya operasional penitipan anak. Konsep yang digunakan didalam penelitian ini adalah konsep triple bottom line yang dikemukakan oleh Jhon Elkington 1994 terdiri dari konsep 3P (profit, people, dan planet). Jadi di sini selain mengejar keuntungan (profit) untuk stakeholder, perusahaan juga harus memperhatikan dan terlibat pada pemenuhan kesejahteraan masyarakat (people), dan turut berkontribusi aktif dalam menjaga kelestarian lingkungan (planet) sehingga tercipta sustainable development (pembangunan berkelanjutan). Dalam penelitian ini, peneliti menggunakan metode penelitian kualitatif dengan sifat penelitian studi deskriptif. Teknik dan pengumpulan data melalui observasi, wawancara mendalam, serta dokumentasi. Kegiatan CSR ini bertujuan untuk bertanggung jawab terhadap perusahaan dan untuk membangun serta meningkatkan reputasi yang baik terhadap PD. Pasar Jaya. Program CSR PD. Pasar Jaya bantu pendidikan dan biaya operasional penitipan anak, merupakan salah satu program atau event CSR yang dibuat oleh PD. Pasar Jaya. Kata Kunci: Corporate Social Responsibility (CSR), Reputasi, PD. Pasar Jaya.
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