(Case Study on CSR Company PT Gajah Tunggal, Tbk) Fajri, Islamic University Syekh Yusuf ([email protected])
Novia Anggraeni, Islamic University Syekh Yusuf ([email protected]) ABSTRACT
In the business and industry, each company are required to has a well and tightly with the community, both the community around and broad. A good relationship between companies and communities is value added for an enterprise, a good relationship between the company and the community is an asset long-term very important for the continuity of development company in wich to come. Social activities so that we call Corporate Social Responsibility (CSR), social values can be expenditures CSR funds the company. At the beginning of progress, CSR most common carried out by the company is assistance (social charity) for people who live around company. CSR approach that would be based in the event and humanity is generally done merely to maintain a positive image of the company in the eyes of the community. CSR on this landscape just do good and look good, good to look good, but with the charity is not create independency of and prosperity for the people around, now this corporations started doing social care towards approach community development and then more applied since closer to the concept of empowerment sustainable and development.
Keywords: The Implementation CSR, a Positive Image of Company.
PRELIMINARY 1. Background
In this Indonesian development era, business and business people are involved. This business actor is also not only concerned with economic value but must understand the conditions around the company, starting from cultural, economic and social values. There is an awareness that the production activities of a company indirectly have a negative effect on the social environment and physical environment around the company's production site, making the company aware of the importance of social activities for the surrounding community.
In the world of business and industry, every company is required to have a good and close relationship with the community, both the surrounding community and the wider community. A good relationship between the company and the community is an added value for a company, a good relationship between the company and the community is a long-term asset that is very important for the continuity of the company's development in the future. This social activity is what we call the Corpote Social Renewability (CSR) or corporate social responsibility. Social value can be measured from the expenditure of CSR of the company.
CSR is the company's contribution to society by balancing attention to economic, social and environmental aspects as one of the determinants of the creation of a good reputation. However, the performance of the company contained in the implementation of good CSR must have a clear assessment of the Key Performance Indicator and Sustainability.
Because currently CSR is indeed an inexhaustible issue discussed in the business world. Even in Indonesia it is legally written in the Law of the Republic of Indonesia No. 40 of 2007 concerning Limited Liability Company (PT), namely Limited Liability Company (PT) is obliged to play a role in Social and Environmental Responsibility (TJSL) in sustainable economic development in order to increase the quality of life and environment that are beneficial in general.
At the beginning of its development, the most common CSR program implemented by companies was the provision of social assistance (charity) to the people living around the
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company. This CSR approach that is based on charity and humanity is generally carried out only to maintain the company's positive image in the eyes of the community. The CSR program at this level is only do good and look good, do good to look good, but with this charity activity is not able to create empowerment and prosperity for the surrounding community.
Because the charity approach is not able to create and increase the empowerment or capacity of local communities. So now the company is starting to carry out social care towards the community development approach and then is increasingly applied because it is closer to the concept of empowerment and sustainable development. The principles of good corporate governance (GCG), such as fairness, transparency, accontabality, and responsibility, then become the basis for measuring the success of a CSR program carried out by the company.
Basically the substance of the existence of the principle of corporate social responsibility (corporate social responsibility), is in order to strengthen the company's ability to adapt to its environment, community and stakeholders who are bound to it, both locally, nationally and globally.
So to adapt to the environment, community and steakholder PT Gajah Tunggal, Tbk. Issued its CSR funds in collaboration with the city government of Tangerang in order to uphold the mayor's program of Tangerang, namely to build green open spaces in the midst of a city of integrity within Tangerang. the city of tangerang and make the city of Tangerang a living and happy people.
This is in accordance with the vision of PT. Gajah Tunggal, Tbk to become a Good Corporate Citizen. To ensure Gajah Tunggal achieves its vision and obligations, Corporate Social Responsibility (CSR) is one of the main mechanisms. The CSR policy sets out the philosophy, focus, priority of GT's efforts and responsibilities to the public.)
As part of the real contribution of PT. Gajah Tunggal towards the City of Tangerang, namely in building a park on an area of 7000m2 which is intended as a green open space on Jalan Pahlawan Seribu, the banks of the Cisadane River, Cikokol, Tangerang. This park will later include a 6.066m2 green park, 307m2 mosque and courtyard, and 1,678m2 of concrete road access.
THE EFFECTIVENESS OF PT. GAJAH'S SINGLE CSR PROGRAM IN BUILDING PARK IN TANGERANG CITY.
1. Formulation of the Problem
Based on the background stated above, the formulation of the problem is as follows: "How effective is the PT Gajah Tunggal CSR program in building a park in the city of Tangerang".
2. Identification of Problems
From the formulation of the problem, the researcher identified the problems that would be of concern to be discussed in this study as follows:
1. What is the description of the implementation of the CSR program of PT. Gajah Tunggal in Building an elephant park in the city of Tangerang?
2. How are the benefits of a single elephant park in the welfare of the city of Tangerang?
3. Purpose and Use of Research 1.3.1 Research Purposes
a. To find out the description of the implementation of the CSR program of PT. Gajah Tunggal in building an elephant park in the city of Tangerang.
b. To find out the benefits of Gajah Tunggal Park to the people of Tangerang City.
1.3.2 Usefulness of Research a. Theoretical uses
Theoretically, the results of this study are expected to provide scientific contributions in the field of communication science studies and as material for consideration for communication science study programs for reading material or reverence for all parties.)
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116 b. Practically
It is expected to be input for the company, PT. Gajah Tunggal in order to improve its CSR function in building parks / green open spaces.
RESEARCH METHODS
2.1 Research Approaches and Types
This type of research is qualitative descriptive. Descriptive nature is directed to describe the phenomena that occur related to the effectiveness of PT. CSR programs. Gajah Tunggal in creating elephant parks and green open spaces in the city of Tangerang. The method in this study uses a case study method to answer the question of how effective the CSR program is in realizing elephant parks and green open spaces which are demolished for the welfare of the people of Tangerang City.) Stake argued that case studies could mean "the process of reviewing cases" as well as "the results of the assessment process" (Denzin and Lincoln, 2009:
300).
The case study in this study aims to provide views, knowledge of a phenomenon of CSR program practices and analyze issues identified in CSR in realizing prosperity in the community (Wimmer and Dominick, 2011: 141). The selection of case studies is considered very suitable because in this study will answer the questions how and why. The case study approach seeks to answer how and why research questions (Yin, 1989: 23).)
2.2 Data Collection Technique
Four data sources can be used in case studies namely documents, interviews, observations and physical artifacts (Wimmer and Dominick, 2011: 143). Based on the four data sources, this study uses three data sources or data collection techniques, namely documentation, interviews and observation (direct observation).
a. Interview: Research uses interview techniques using a list of questions as a reference.
The interview guide is used so that the data collected can focus on the topic that you want to uncover and to avoid any deviation from the problem under study.
b. Direct observation: The technique in which the researcher directly observes the object under study by directly observing the location of the study. The aim is to examine as much information as possible about the CSR activities of PT. Gajah Tunggal, both through oral and written notes. Observations made by researchers are nonparticipant observations so that researchers can conduct research objectively.
c. Documentation: Documents collected and analyzed can be in the form of writing or drawing. Documentation itself is one source of data collectors where the source of this documentation is obtained from some data or documents, reports, books, newspapers and other readings that support this research.
2.3 Data Analysis Technique
The data analysis technique used in this study is qualitative data analysis conducted at the time of data collection taking place and after completion of data collection in a certain period. The data collected can be in the form of field notes and researcher comments, photos, documents in the form of reports, biographies, articles. Therefore, the process of data analysis in this case is to organize, sort, group, give code and categorize it so that conclusions can be drawn. Activities in data analysis are divided into three steps of analysis, namely data reduction, data display, and conclusion drawing / verification (verification) (Sugiyono 2008:
246):
a. Data Reduction
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When researchers go to the field, the data obtained will be many, complex and complicated, so data analysis needs to be done immediately through data reduction.
Thus the reduced data will give a clearer picture. Reducing data is a form of analysis that sharpens, selects, focuses, discards, arranges data in a way to get the final picture.
After going through the interview process with several related parties starting from planning to evaluating the program, the researcher collected interview data in the form of sound recordings and observation documents, then transcribed the interviews in written form. Furthermore, after all the interview copies have been collected, the researcher sorts the results of the interviews in accordance with the corridors of the formulation of the problem, namely how effective the PT CSR (Corporate Social Responsibility) program is.
Gajah Tunggal in Building a park in the city of Tangerang.
b. Data Display
Is a compiled collection of information and allows description and conclusions in the form of narrative texts. Through this process, the data that has been categorized by the researcher will be arranged neatly so that researchers will more easily understand the findings of the data obtained from the field. After all field notes are collected by researchers, both in the form of oral and written data (archives, photos, documents), the next task is to filter and group data.
c. Verification
The third step in qualitative data analysis according to Miles and Huberman (quoted by Sugiyono, 2008: 252) is drawing conclusions and verification. After the presentation of data with clear categories, the researcher begins to record a meaning, cause and effect, plot. Furthermore, through these findings researchers can draw conclusions that can be causal relationships, hypotheses or even theories.
RESULT AND DISCUSSION
3.1 Outcome of PT Gajah Tunggal's Corporate Social Responsibility (CSR) Program.
Outcome is the result described by the implementation of the program in building an elephant park in the city of Tangerang. Outcome obtained from the effectiveness of PT. Gajah Tunggal's Corporate Social Responsibility program. TB as follows:
1. For The Company
a. The company's image has increased
Companies that carry out CSR activities will be seen as having high values of concern in the community. Positive community assessment of the company will improve the image of the company itself.
b. Collaboration with stakeholders is better.
In carrying out CSR activities, companies do not work alone. Usually the company will work with the local government or related agencies to cooperate in carrying out their CSR programs. The establishment of relations between the company and stakeholders will develop cooperation between them in the future.
c. Society becomes more innovative.
CSR is not just a momentary activity carried out by the company to the community. CSR is a continuous activity in order to empower the community. With this CSR, companies can actually produce innovation and learning that can increase the influence of companies in society, industry, and even the government.
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118 2. For Government
Governments are more assisted through corporate CSR helping the government and will create relations between the government and companies in overcoming social problems such as poverty, education and environmental health. The task of the government to create prosperity for its people becomes lighter with the participation of the company through CSR activities. CSR which can play a role in overcoming social problems.
3. For the Community
CSR also makes a positive contribution to the relationship between the company and the community. The implementation of CSR is believed to be able to reduce conflicts between companies and society. Companies that do not participate in people's lives can trigger conflict.
CSR will have a positive impact on the community, this really depends on the orientation and capacity of the company. There is a sense of caring for the surrounding community and community relations that can be broadly described which can be briefly understood to increase the participation and position of an organization in a particular community. This is done in various ways to get mutual benefits for the organization and the community. The benefits of PT. Gajah Tunggal for the welfare of the people of Tangerang City as follows:
a. Community welfare increases. Economic conditions are the condition of a person or community in an area in terms of economics such as employment and income.)
b. People can create at a cheap price because they only pay for parking. People can bring their families to the elephant park to make their families happy. The community can bring the family to the elephant park to make their family happy.)
c. Public facilities are maintained. Community members can look after each other's existing public facilities. Without public facilities and adequate social facilities it will make life more difficult.
Because people's lives cannot be separated from these public facilities. Therefore public facilities must be maintained and maintained so as not to cause harm to the community itself.
CONCLUSION
Based on the results of research and analysis conducted by researchers and described in the previous chapter on "The Effectiveness of PT Gajah Tunggal's Corporate Social Responsibility Program in Building Elephant Parks in the City of Tangerang". Get the conclusion that the results of the program are:
1. Company image has increased.
2. Companies can work together well in particular to the local government of the city of Tangerang and in general the communities around the city of Tangerang.
3. The community is more innovative and knows the function of CSR programs in order to empower citizens around a single elephant park.
BIBLIOGRAPHY JOURNAL
Riki Riyandri. 2017. Effectiveness of the Corporate Social Responsibility (CSR) Program of PT.
Perkebunan Nusantara V The SEI Intan Garden Area in Rokan Hulu Regency. Journal Regulation JOM FISIP Vol. 4 No. 2.)
BOOK
Dwi Kartini Yahya. 1946. Corporate Social Responsibility: Transformation the concept of sustainable management and implementation in Indonesia, Cirebon Reflika Aditama Press.
Ilona Vicenovie Oisina Situmeang. 2016. Corporate Social Responsibility: Viewed from the perspective communication of the organization. Yogyakarta, Ekulibria Press.
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