Implementasi Corporate Social Responsibility dalam Membangun Reputasi Perusahaan
DOI:
https://doi.org/10.24002/jik.v11i1.387Abstract
Abtract: Corporate Social Responsibility (CSR), a company commitment for its stakeholders, is conducted to support the company orientation to maintain relationships as well as material gain. This study investigates the implementation of CSR programs held by PT. KAI (Persero) Daop 6 Yogyakarta in 2011 by using qualitative descriptive approach. The conclusion shows that the implementations of PT KAI’s CSR programs are varied. In addition, the programs are responsive primarily to respond to the needs of society and the environment around the company. However, the implementation is still in the realm of charity and service, not the embodiment of social investment.Abstrak: Corporate Social Responsibility (CSR) adalah komitmen sebuah perusahaan terhadap para stakeholder-nya. Program ini dilakukan untuk mendukung orientasi perusahaan yang tidak hanya mengutamakan keuntungan materi, tetapi juga relasi. Penelitian ini ingin mengetahui implementasi program CSR oleh PT. KAI (Persero) Daop 6 Yogyakarta tahun 2011 dengan menggunakan pendekatan deskriptif kualitatif. Dari penelitian ini, dapat disimpulkan bahwa pelaksanaan program CSR yang dilakukan oleh PT. KAI (Persero) Daop 6 Yogyakarta bervariasi dan responsif terutama untuk menanggapi kebutuhan masyarakat dan lingkungan sekitar perusahaan. Namun, pelaksanaan program ini masih berada dalam ranah amal dan pelayanan, bukan perwujudan dari investasi sosial.
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