NUGRAHA, HAFIDZ ADITYA (2025) STRATEGI KOMUNIKASI KOLABORATIF DALAM PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) PT. BUKIT ASAM (Studi Pemberdayaan Masyarakat melalui Budidaya Maggot). S2 thesis, Universitas Mercu Buana.
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Abstract
This research examines the collaborative communication strategies implemented by PT. Bukit Asam Tbk (PTBA) in its Corporate Social Responsibility (CSR) program for community empowerment through maggot cultivation. This program was initiated to address the challenge of organic waste management and meet the community's need for new livelihoods, particularly for former mine workers. The focus of this study is to answer the question: how do the collaborative communication strategies in PT. Bukit Asam's CSR program empower the community through maggot cultivation to boost the local economy? Accordingly, the research aims to analyze the strategies implemented by the company, evaluate their effectiveness in fostering community participation, and assess their contribution to the circular economy and local development. The results of this study show that PTBA successfully transitioned from a philanthropic approach to a sustainable empowerment model. The collaborative communication strategies implemented were effective in creating a responsive, twoway dialogue with various stakeholders, including program staff, village governments, private sectors, and the community. The program had a holistic impact by addressing environmental issues, enhancing social capacity, and creating new economic opportunities for the community. The active and adaptive participation of all parties was key to the success of this initiative. Theoretically, this research aligns with the theory of communication ecology, which views media, including interpersonal interactions, as an environment that shapes community behavior and awareness. This strategy not only improves the company's image but also contributes significantly to economic self-sufficiency and sustainable development at the local level. Keywords: Corporate Social Responsibility (CSR), Collaborative Communication Strategy, Community Empowerment, Communication Ecology, PT Bukit Asam. Penelitian ini mengkaji strategi komunikasi kolaboratif yang diterapkan oleh PT. Bukit Asam Tbk (PTBA) dalam program Corporate Social Responsibility (CSR) pemberdayaan masyarakat melalui budidaya maggot. Program ini dilatarbelakangi oleh tantangan pengelolaan limbah organik dan kebutuhan masyarakat, termasuk mantan pekerja tambang, akan mata pencarian baru. Fokus penelitian ini adalah untuk menjawab pertanyaan bagaimana strategi komunikasi kolaboratif pada program CSR yang dilaksanakan PT. Bukit Asam dalam memberdayakan masyarakat melalui budidaya maggot guna meningkatkan ekonomi lokal? Sejalan dengan itu, penelitian ini bertujuan menganalisis strategi yang diterapkan perusahaan, mengevaluasi realisasinya dalam mendorong partisipasi masyarakat, dan menilai kontribusinya terhadap ekonomi sirkular dan pembangunan local. Hasil penelitian menunjukkan bahwa PTBA berhasil bertransformasi dari pendekatan filantropis menjadi model pemberdayaan berkelanjutan. Strategi komunikasi kolaboratif yang diterapkan berhasil menciptakan dialog dua arah yang responsif dengan berbagai pemangku kepentingan, seperti staf pelaksana, pemerintah desa, swasta, dan masyarakat. Program ini memberikan dampak holistik dengan mengatasi masalah lingkungan, meningkatkan kapasitas sosial, dan membuka peluang ekonomi baru bagi komunitas. Partisipasi aktif dan adaptif dari seluruh pihak merupakan kunci keberhasilan inisiatif ini. Secara teoritis, penelitian ini sejalan dengan teori komunikasi ekologi yang melihat media, termasuk interaksi interpersonal, sebagai lingkungan yang membentuk perilaku dan kesadaran masyarakat. Strategi ini tidak hanya meningkatkan citra perusahaan, tetapi juga berkontribusi signifikan terhadap kemandirian ekonomi dan pembangunan berkelanjutan di tingkat lokal. Kata Kunci: Corporate Social Responsibility (CSR), Strategi Komunikasi Kolaboratif, Pemberdayaan Masyarakat, Ekologi Komunikasi, PT Bukit Asam.
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