PERSEPSI PRAKTISI HUMAS DAN MASYARAKAT TERHADAP PROGRAM TANGGUNG JAWAB SOSIAL PERUSAHAAN

Rachmat Kriyantono

Abstract


Penelitian ini bertujuan mengevaluasi penerapan program tanggung jawab sosial perusahaan (Corporate social responsibility/CSR) di Indonesia, apakah CSR diterapkan karena kewajiban atau tidak, apakah didorong motif profit atau bentuk tanggung jawab kepada publik. Tanggung jawab sosial korporat telah menjadi bidang yang banyak dikaji oleh akademisi dalam decade terakhir. Banyak definisi tentang CSR dari para akademisi yang membahas siapa yang bertanggung jawab melaksanakan dan bagaimana mengukur keberhasilannya. Indonesia adalah negara pertama yang menerapkan pendekatan wajib CSR bagi perusahaan. Walaupun beberapa aturan perundangan mewajibkan pelaksanaan CSR, tetapi, aturan-aturan tersebut tidak mencantumkan kriteria pengukuran keberhasilan. Melalui survei, penelitian ini menggunakan kuesioner dari dua instrumen yang dikombinasikan, yakni dari Kanji Chopra Model dan Turker’s Scale. Kombinasi ini diharapkan menghasilkan pengukuran CSR yang dapat digeneralisasikan untuk Indonesia. Kedua instrumen ini telah diterapkan di negara Barat dan Asia. Kuesioner disebarkan kepada dua kelompok responden, yakni 87 praktisi CSR dan 120 responden sebagai publik sasaran Hasil penelitian ini adalah CSR telah dilakukan dengan fokus membantu publik mendapatkan kesejahteraan sosial dan praktisi pelaksana CSR sebagian besar adalah praktisi Humas.


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