Implementasi program Corporate Social Responsibility dalam meningkatkan citra PT Solusi Bangun Indonesia Tbk Cilacap

Abstract

Abstrak

Tujuan penelitian ini adalah: (1) mengetahui tahapan implementasi program Corporate Social Responsibility PT Solusi Bangun Indonesia Tbk Cilacap, (2) mengetahui bentuk-bentuk implementasi program Corporate Social Responsibility PT Solusi Bangun Indonesia Tbk Cilacap, (3) mengetahui faktor pendukung dan penghambat implementasi program Corporate Social Responsibility PT Solusi Bangun Indonesia Tbk Cilacap, (4) mengetahui dampak implementasi program Corporate Social Responsibility PT Solusi Bangun Indonesia Tbk Cilacap. Penelitian ini menggunakan pendekatan kualitatif. Hasil penelitian menunjukan bahwa tahapan implementasi CSR PT Solusi Bangun Indonesia Tbk Cilacap dilakukan oleh Community Relations melalui tahapan manajemen PR yaitu Pengumpulan Fakta (Defining the problem), Perencanaan dan penyusunan program (Planning and programming), Melakukan tindakan dan komunikasi (Taking Action and Communicating), Monitoring dan Evaluasi Program (Evaluating program). Bentuk-bentuk implementasi CSR PT Solusi Bangun Indonesia Tbk Cilacap diwujudkan melalui bidang kesehatan, bidang pendidikan, bidang sosial, bidang ekonomi dan infrastruktur. Hal tersebut mendapatkan respon dan tanggapan postif dari masyarakat terhadap PT Solusi Bangun Indonesia Tbk Cilacap, sehingga dapat disimpulkan bahwa implementasi CSR yang dilaksankan dapat meningkatkan citra positif perusahaan di benak publiknya. Faktor penghambat yang ditemui yaitu pandangan masyarakat yang menganggap bahwa CSR merupakan bantuan hibah atau bantuan langsung dan tidak perlu dikembalikan dan refocusing dana menyebabkan anggaran lebih terbatas sehingga pelaksanaan CSR tidak maksimal seperti sebelumnya. Faktor pendukung adalah dukungan dan antusias dari masyarakat, kebijakan perusahaan dan kebijakan pemerintah yang berlaku.

Kata Kunci : Implementasi, Corporate Social Responsibility, PT Solusi Bangun Indonesia Tbk Cilacap, Citra perusahaan

Abstract

The objectives of this study are: (1) to know the stages of implementing the Corporate Social Responsibility PT Solusi Bangun Indonesia Tbk Cilacap, (2) to know the forms of program implementation Corporate Social Responsibility of PT Solusi Bangun Indonesia Tbk Cilacap, (3) knowing the factors supporting and inhibiting the implementation of the Corporate Social Responsibility Indonesia Tbk Cilacap, (4) knowing the impact of implementing the Corporate Social Responsibility PT Solusi Bangun Indonesia Tbk Cilacap. This study uses a qualitative approach. The results showed that the stages of implementing CSR PT Solusi Bangun Indonesia Tbk Cilacap were carried out by Relations through the stages of PR management, namely Defining the problem, Planning and programming, Taking action and Communicating, Monitoring and Evaluating program. The forms of CSR implementation of PT Solusi Bangun Indonesia Tbk Cilacap are realized through the health, education, social, economic and infrastructure sectors. This has received a positive response and response from the public towards PT Solusi Bangun Indonesia Tbk Cilacap, so it can be concluded that the implementation of CSR implemented can improve the company's positive image in the public's mind. The inhibiting factors encountered were the public's view that CSR was a grant or direct assistance and did not need to be returned and refocusing of funds caused the budget to be more limited so that the implementation of CSR was not as optimal as before. Supporting factors are support and enthusiasm from the community, company policies and applicable government policies. 

Keywords : Implementation, Corporate Social Responsibility, PT Solusi Bangun Indonesia Tbk Cilacap, Corporate image