DEWI, INGE YULISTIA (2021) STRATEGI KOMUNIKASI PROGRAM CORPORATE SOCIAL RESPONSIBILITY DALAM UPAYA PEMBERDAYAAN MASYARAKAT BERKELANJUTAN. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In achieving community welfare, three-sector partnership efforts are required, namely government, business and society. The role of the business world can be carried out through the Corporate Social Responsibility program. As a company that manages natural resources, PT Chandra Asri Petrochemical Tbk (CAP) is obliged to carry out social responsibility for the community and the environment in its operational areas. PT CAP has a CSR program that seeks to empower the community in a sustainable manner, namely the Assisted Village Program. This study aims to describe the communication strategy process of PT CAP's CSR program in an effort to empower the community in Cisiram Umbul village. This research was conducted using a case study method and a qualitative approach. Data collection techniques in the form of interviews, observation and documentation study. The results showed that PT CAP had carried out the communication strategy process well, consisting of audience recognition, composing messages, establishing methods, using media and selecting communicators. The main empowerment activities of PT CAP consist of improving infrastructure and developing woven bamboo products that have just reached capacitance. In the communication strategy stage of sustainable community empowerment, the activities carried out by PT CAP have not yet reached the termination stage because obstacles are still found in its implementation. However, PT CAP strives to continue to provide assistance and the program is still included in the annual activity plan. So that the resulting impact can be more optimal. Although it has not yet reached the termination stage, this program has had an impact on the capacity of beneficiaries and also the respect of the community which has an impact on the company's positive image. Therefore, further research is expected to see the impact of communication strategies in depth because this research is only limited to examining the process of community empowerment communication strategy undertaken. Keywords: Communication Strategy, Community Empowerment and Sustainable Development Dalam mencapai kesejahteraan masyarakat diperlukan upaya kemitraan tiga sektor yaitu pemerintah, dunia usaha dan masyarakat. Peran dunia usaha dapat dilakukan melalui program Corporate Social Responsibility. Sebagai salah satu perusahaan yang mengelola sumber daya alam PT Chandra Asri Petrochemical Tbk (CAP) berkewajiban melakukan tanggung jawab sosial terhadap masyarakat dan lingkungan di wilayah operasionalnya. PT CAP memiliki program CSR yang berupaya memberdayakan masyarakat secara berkelanjutan yaitu Program Kampung Binaan. Penelitian ini bertujuan untuk menjabarkan proses strategi komunikasi program CSR PT CAP dalam upaya pemberdayaan masyarakat di kampung Cisiram Umbul. Penelitian ini dilakukan dengan metode studi kasus dan pendekatan kualitatif. Teknik pengumpulan data berupa wawancara, observasi dan studi dokumentasi. Hasil penelitian menunjukkan PT CAP telah menjalankan proses strategi komunikasi dengan baik terdiri dari pengenalan khalayak, penyusunan pesan, penetapan metode, penggunaan media dan pemilihan komunikator. Kegiatan utama pemberdayaan PT CAP terdiri dari pembenahan infrasturktur dan pengembangan produk anyaman bambu yang baru mencapai pengkapasitasan. Dalam tahapan strategi komunikasi pemberdayaan masyarakat berkelanjutan kegiatan yang dilakukan oleh PT CAP belum sampai pada tahap terminasi karena masih ditemukan hambatan dalam pelaksanaannya. Namun PT CAP berupaya untuk tetap melakukan pendampingan dan program tersebut tetap dimasukkan kedalam rencana kegiatan tahunan. Sehingga dampak yang dihasilkan dapat lebih optimal. Meski belum sampai pada tahap terminasi program ini telah berdampak terhadap kapasitas penerima manfaat dan juga rasa hormat masyarakat yang berdampak pada image positif perusahaan. Oleh karena itu, penelitian selanjutnya diharapkan dapat melihat dampak dari strategi komunikasi secara dalam dikarenakan penelitian ini hanya sebatas mengkaji dari proses strategi komunikasi pemberdayaan masyarakat yang dilakukan. Kata Kunci: Strategi Komunikasi, Pemberdayaan Masyarakat dan Sustainable Development
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55217110007 |
| Uncontrolled Keywords: | Strategi Komunikasi, Pemberdayaan Masyarakat dan Sustainable Development |
| Subjects: | 700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 780.1-780.9 Standard Subdivisions of Music/Subdivisi Standar Dari Seni Musik > 780.1 Philosophy of Music/Filsafat Seni Musik > 780.14 Language and Communication/Bahasa dan Komunikasi 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 01 Jul 2023 02:41 |
| Last Modified: | 01 Jul 2023 02:41 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78599 |
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