PENGARUH PROGRAM CORPORATE SOCIAL RESPONSIBILITY GOJEK TERHADAP ORGANIZATIONAL-PUBLIC RELATIONSHIP (Survey terhadap Pengguna Aktif Layanan Gojek Indonesia dan Mengetahui Program CSR Gojek Tahun 2020 di Wilayah Jabodetabek)

AMALIA, SANDRA NUR (2024) PENGARUH PROGRAM CORPORATE SOCIAL RESPONSIBILITY GOJEK TERHADAP ORGANIZATIONAL-PUBLIC RELATIONSHIP (Survey terhadap Pengguna Aktif Layanan Gojek Indonesia dan Mengetahui Program CSR Gojek Tahun 2020 di Wilayah Jabodetabek). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to investigate and elucidate the connection between Corporate Social Responsibility (CSR) as an independent variable (X) and Organizational Public Relationship (OPR) as a dependent variable (Y). The primary objective is to generate positive and impactful findings aligning with the overall research goals, contributing significantly to both academic and practical domains. The focal points of the research are the variables Corporate Social Responsibility (X), construed as an integral component of a company's long-term business strategy involving stakeholders, and Organizational Public Relationship (Y), defined as a theory explaining the ongoing and mutually beneficial process between an organization and its public. Sampling for this research utilized non-probability sampling techniques, predominantly employing a purposive sampling approach with 200 respondents forming the research sample. Data collection involved a designed questionnaire to gauge respondents' perceptions of CSR implementation and the quality of relationships between organizations and their publics. Data analysis using IBM SPSS 24 revealed a regression coefficient of 1.093, signifying that a 1% increase in Corporate Social Responsibility corresponds to a 1.093 increase in Organizational Public Relationship. Consequently, it is inferred that the influence of the Corporate Social Responsibility variable (X) on the Organizational Public Relationship variable (Y) is positive. The 66.8% coefficient of determination further indicates that a significant portion of the variation in Organizational Public Relationship can be elucidated by variations in Corporate Social Responsibility. In conclusion, the study's findings provide a comprehensive understanding in both academic and practical contexts regarding the role of Corporate Social Responsibility in shaping and fortifying relationships between organizations and their publics. Kata Kunci : Corporate Social Responsibility, Organizational-Public Relationship, Public Relations, Gojek, Triple Bottom Line Penelitian ini bertujuan untuk menginvestigasi dan menjelaskan keterkaitan antara Corporate Social Responsibility (CSR) sebagai variabel independen (X) dan Organizational-Public Relationship (OPR) sebagai variabel dependen (Y). Fokus utama penelitian adalah mencapai temuan yang memiliki dampak positif sesuai dengan tujuan penelitian secara keseluruhan. Diharapkan hasil penelitian ini dapat memberikan kontribusi signifikan di ranah akademis maupun praktis. Variabel-variabel yang menjadi objek penelitian melibatkan Corporate Social Responsibility (X), yang diartikan sebagai tanggung jawab sosial perusahaan terintegral dalam strategi bisnis jangka panjang dan melibatkan para pemangku kepentingan. Selain itu, Organizational-Public Relationship (Y) diartikan sebagai teori yang menjelaskan bahwa hubungan antara organisasi dan publik merupakan suatu proses berkelanjutan yang melibatkan pertukaran timbal balik. Penarikan sampel dalam penelitian ini menggunakan teknik non-probability sampling, khususnya dengan pendekatan purposive sampling, yang melibatkan 200 responden sebagai sampel penelitian. Data dikumpulkan melalui kuesioner yang dirancang untuk mengukur persepsi responden terhadap pelaksanaan CSR dan kualitas hubungan antara organisasi dan publiknya. Hasil analisis data dengan menggunakan IBM SPSS 24 menunjukkan koefisien regresi sebesar 1,093, yang dapat diinterpretasikan sebagai setiap peningkatan 1% dalam nilai Corporate Social Responsibility diikuti oleh peningkatan sebesar 1,093 pada nilai Organizational-Public Relationship. Dengan demikian, dapat disimpulkan bahwa arah pengaruh variabel Corporate Social Responsibility (X) terhadap variabel Organizational-Public Relationship (Y) adalah positif. Koefisien determinasi sebesar 66.8% juga mengindikasikan bahwa sebagian besar variasi dalam Organizational-Public Relationship dapat dijelaskan oleh variasi dalam Corporate Social Responsibility. Temuan penelitian ini memberikan pemahaman yang lebih dalam dalam konteks akademis dan praktis mengenai peran Corporate Social Responsibility dalam membentuk dan memperkuat hubungan antara organisasi dan publiknya. Kata Kunci : Corporate Social Responsibility, Organizational-Public Relationship, Public Relations, Gojek, Triple Bottom Line

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