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Ira Susanti, 2016PENGARUH PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) PT DJARUM TERHADAP REPUTASI PERUSAHAAN
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
PENGARUH PROGRAM
CORPORATE SOCIAL RESPONSIBILITY
(CSR)
PT DJARUM TERHADAP REPUTASI PERUSAHAAN
(Studi Eksplanatif Program Djarum Beasiswa Plus 2015/2016
pada Mahasiswa Bidang Kesehatan)
ABSTRAK
Perusahaan rokok seperti PT Djarum tidak dapat terlepas dari pandangan negatif dari para pemangku kepentingan khususnya kalangan kesehatan, tanpa terkecuali mahasiswa di bidang kesehatan. Pandangan negatif ini dapat menimbulkan risiko reputasi yang dapat mengancam keberlangsungan suatu perusahaan. Oleh karena itu, diperlukan suatu program atau kegiatan yang dapat secara langsung melibatkan masyarakat agar dapat merubah pandangan negatif tersebut, seperti program corporate social responsibility
(CSR). Salah satu program CSR PT Djarum adalah Djarum Beasiswa Plus yang bergerak di bidang pendidikan dengan memberikan dana bantuan pendidikan serta pelatihan keterampilan lunak. Tujuan dari penelitian ini adalah untuk mendapatkan gambaran tentang program CSR Djarum Beasiswa Plus 2015/2016,reputasi PT Djarum di kalangan mahasiswa kesehatan peserta program CSR dan mengetahui adanya pengaruh CSR terhadap reputasi perusahaan di kalangan pemangku kepentingan yang bersifat kontra dengan operasionalisasi perusahaan. Populasi yang juga sekaligus sampel dalam penelitian ini adalah seluruh mahasiswa bidang kesehatan yang mengikuti kegiatan Djarum Beasiswa Plus tahun 2015/2016, terdiri dari mahasiswa jurusan kedokteran umum, kedokteran gigi, farmasi, kesehatan masyarakat dan keperawatan. Teknik penarikan sampel menggunakan teknik sampling jenuh dan menghasilkan 43 responden peserta Djarum Beasiswa Plus 2015/2016 se-Indonesia. Metode penelitian yang digunakan oleh peneliti adalah kuantitatif-eksplanatif yang bertujuan untuk menjelaskan fenomena dengan hasil data berupa angka. Hasil penelitian menemukan bahwa program CSR Djarum Beasiswa Plus 2015/2016 merupakan program yang sangat baik, selain itu responden juga menilai baik reputasi PT Djarum. Terakhir, kegiatan CSR Program Djarum Beasiswa Plus berpengaruh positif dan signifikan terhadap reputasi PT Djarum di mahasiswa bidang kesehatan.
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Ira Susanti, 2016PENGARUH PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) PT DJARUM TERHADAP REPUTASI PERUSAHAAN
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
THE EFFECT OF PT DJARUM
’
CORPORATE SOCIAL
RESPONSIBILITY (CSR) PROGRAM TO CORPORATE REPUTATION
(Explanative Studies of Djarum Beasiswa Plus 2015/2016 Program
on Medical Students)
ABSTRACT
Tobacco companies such as PT Djarum were practically inseparable from the unfavourable views and perceived negative by some of its stakeholders, especially among public whom concern themselves with health issue, such as medical major students. This
unfavourable view could create reputational risks and may affect the company’
sustainability. Therefore, companies must have a program or activity that may directly involve the community in order to change these unfavourable views, like corporate social responsibility (CSR) activities. One of the CSR programs run by PT Djarum is called Djarum Beasiswa Plus which is providing educational grants and soft skills training. This research aimed to figure out about Djarum Beasiswa Plus 2015/2016,PT Djarum’ reputation among medical student who partisipated on CSR program andinvestigate the impact of CSR activities to the company’ reputation among stakeholders who is not really in good relation to its operationalization. The population of this research, which is also the sample was the whole medical major students that are chosen by using overfull sampling technique. It consist students which are majoring in general medicine, dentistry, pharmacy, public health and nursing and participating in the Djarum Beasiswa Plus 2015/2016, resulting 43 people. The research method was quantitative research with explanative approach. It aims to explain the phenomenon by using numbers as the data resources. The results found that Djarum Beasiswa Plus 2015/2016 was a very good
program and PT Djarum’ reputation was good too based on respondent evaluation.
Lastly, CSR activitiy like Djarum Beasiswa Plus program was positively and significantly affect the reputation of PT Djarum among its participant, which medical students were no exception.
