vi ABSTRAK
Penelitian ini dilatarbelakangi oleh banyak pemahaman yang keliru terhadap corporate social responsibility (CSR) yang hanya dipandang sebagai kosmetik perusahaan. Penelitian ini bertujuan untuk mengetahui: 1) latar belakang dan motif program CSR, 2) mengetahui implementasi program CSR, 3) mengetahui respon dan partisipasi masyarakat terhadap program CSR yang dilaksanakan PT. PLN (Persero) DJBB. Teori yang digunakan adalah teori legitimasi, teori stakeholder, dan teori interaksi simbolik. Penelitian ini merupakan penelitian kualitatif dengan desain studi kasus. Hasil penelitian menunjukan bahwa latar belakang program CSR ini yaitu keprihatinan PT. PLN (Persero) DJBB terhadap isu planet, profit, dan people, kemudian motifnya sendiri yaitu motif kewajiban moral, izin operasi, ,reputasi, dan keberlanjutan. Implementasi program CSR ini melalui strategi kombinasi (mixed type), dimana PT. PLN (Persero) DJBB melibatkan masyarakat serta berbagai stakeholder dalam pelaksanaannya. Respon dan partisipasi masyarakat terhadap program CSR ini sangat positif, namun saat ini mengalami penurunan karena menurunnya intensitas komunikasi antara PT. PLN (Persero) DJBB, Pengelola Program, dan Masyarakat, minimnya media sosialisasi dan publikasi. Simpulannya yaitu program ini merupakan program yang dapat membangun kemandirian masyarakat dalam mengatasi, mengelola, dan memanfaatkan sumber daya alam disekitarnya.
vii ABSTRACT
This research is inspired by some wrong perception of Corporate Social Responsibility (CSR) that it is often considered as merely company’s accessory. The research aims to investigate 1) the background and the motives of CSR program 2) the implementation of CSR program 3) the people’s response and participation towards the CSR program conducted by PT PLN (Persero) DJBB. The theory used is the legitimacy theory, stakeholder theory, and symbolic interaction theory. The research uses qualitative approach through a study case. The result of the research shows that the backgorund of the CSR program is the company’s concern on planet, profit, and people issues, while the motives are moral obligation, operating license, reputation, and sustainability. The CSR program was implemented by applying combination strategy (mixed type) in which the PT PLN (Persero) DJBB involves the people and stakeholders in its execution. For the reason, in the strategy, the people and stakeholders’ participation holds such a siginificant role to the success of this
program. The people’s response and participation on this program is quite positive,
yet is recently suffering from decline. The decline was caused by the decrease of communication intensity among the PT PLN (Persero) DJBB, the program organizer, and the people, as well as the lack of socialization and publication media. It can be concluded that this program could help the people cope with, manage, and take the benefits of the natural resources around them.
