STRATEGI CORPORATE SOCIAL RESPONSIBILITY (CSR) PERUSAHAAN SEBAGAI UPAYA PEMBERDAYAAN MASYARAKAT DAN MENINGKATKAN CITRA PERUSAHAAN (Studi Kasus PT Smelting)

NUFUS, ARINIL HAYATUN (2024) STRATEGI CORPORATE SOCIAL RESPONSIBILITY (CSR) PERUSAHAAN SEBAGAI UPAYA PEMBERDAYAAN MASYARAKAT DAN MENINGKATKAN CITRA PERUSAHAAN (Studi Kasus PT Smelting). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Corporate Social Responsibility (CSR) merupakan bentuk komitmen perusahaan dalam memberikan kontribusi terhadap pengembangan ekonomi berkelanjutan, khususnya pada aspek ekonomi, sosial, dan lingkungan. Secara konseptual CSR adalah bagian dari PR. Sebelumnya, kegiatan PR yang bertujuan untuk membentuk dan memelihara hubungan dengan komunitas disebut community relations (hubungan komunitas) dan community development (pemberdayaan masyarakat). Di Indonesia, implementasi CSR diatur dalam beberapa Undang-Undang, khususnya bagi perusahaan yang bergerak di bidang sumber daya alam. Alat penilaian, seperti PROPER, dikembangkan untuk mengukur kinerja lingkungan perusahaan. PT Smelting, sebagai perusahaan peleburan tembaga, meraih predikat PROPER HIJAU dengan melaksanakan program pelestarian Elang Jawa dan pemberdayaan ekonomi lokal di Sukabumi. Perusahaan dapat meningkatkan citranya dengan beberapa cara antara lain dengan meningkatkan kegiatan Corporate Social Responsibility yang benar-benar tepat sasaran dalam alokasinya, sehingga reputasi peusahaan menjadi lebih dikenal masyarakat yang nantinya akan meningkatkan citra perusahaan. Penelitian ini bertujuan untuk mengetahui strategi CSR PT Smelting dalam upaya pemberdayaan masyarakat dan peningkatan citra perusahaan. Paradigma penelitian yang digunakan adalah paradigma penelitian Konstruktivis dengan metode penelitian kualitatif. Fokus amatan pada penelitian ini menggunakan metode studi kasus. Teknik pengumpulan data adalah dengan melakukan wawancara kepada para informan, observasi, dan data pendukung dari perusahaan. Teknik pemeriksaan keabsahan data yang digunakan pada penelitian ini adalah Triangulasi sumber. Corporate Social Responsibility (CSR) represents a company's commitment to contributing to sustainable economic development, particularly in the economic, social, and environmental aspects. Conceptually, CSR is an integral part of Public Relations (PR). Previously, PR activities aimed at forming and maintaining relationships with the community were referred to as community relations and community development. In Indonesia, the implementation of CSR is regulated under several laws, especially for companies operating in the natural resources sector. Assessment tools, such as PROPER, have been developed to measure a company's environmental performance. PT Smelting, a copper smelting company, has achieved the PROPER GREEN rating by implementing the Javan Eagle conservation program and fostering local economic empowerment in Sukabumi. Companies can enhance their image in various ways, one of which is by improving Corporate Social Responsibility activities that are truly targeted in their allocation, thus improving the company's reputation and public image. This study aims to determine the CSR strategies of PT Smelting in community empowerment and enhancing corporate image. The research paradigm employed is the Constructivist research paradigm with a qualitative research method. The focus of observation in this study uses the case study method. Data collection techniques include conducting interviews with informants, observations, and supporting data from the company. The data validity examination technique used in this study is source triangulation.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44222110011
Uncontrolled Keywords: Corporate Social Responsibility, Pemberdayaan Masyarakat, Citra Perusahaan Corporate Social Responsibility, Community Empowerment, Company Image
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: SILMI KAFFA MARISKA
Date Deposited: 07 Mar 2024 03:30
Last Modified: 07 Mar 2024 03:30
URI: http://repository.mercubuana.ac.id/id/eprint/86901

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