PENGARUH KEGIATAN CORPORATE SOCIAL RESPONSIBILITY PROGRAM BINA LINGKUNGAN PT. TELKOM DIVRE II JAKARTA TERHADAP CITRA INSTITUSI Studi Pada Masyarakat di Perumahan Harapan Baru RW 11,Kelurahan Kota Baru Bekasi

DWI ASTUTI, METY (2008) PENGARUH KEGIATAN CORPORATE SOCIAL RESPONSIBILITY PROGRAM BINA LINGKUNGAN PT. TELKOM DIVRE II JAKARTA TERHADAP CITRA INSTITUSI Studi Pada Masyarakat di Perumahan Harapan Baru RW 11,Kelurahan Kota Baru Bekasi. Other thesis, University of Muhammadiyah Malang.

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Abstract

This research is constituted to the many phenomena of Corporate Social Responsibility which conducted by corporate. Corporate Social Responsibility which ordinary referred as CSR is activity who conducted by corporate as part of social responsibility to importance of environment around it. The social problem which must faced and finished not only governmental responsibility but also institution or corporation. In this time corporate social esponsibility also represent yardstick for the reputation of and improvement of corporate image. How far corporate followed share in developing society, not only around community corporate but wide of society will very having an effect to corporate image itself. Positive image it is true which later will be obtained by institution or corporate after existence practice of CSR. Practice of CSR at BUMN referred as with PKBL which have been specified through ministerial decrees of BUMN Number: KEP­236/MBU/2003 and Handbill Minister of BUMN Number: SE­433/MBU/2003 representing guide of execution of ministerial decree of BUMN Number: Kep­236/MBU/2003. As a corporate that grows and operates in close harmony with the communities around it, Telkom is committed to developing and fostering harmonious relationship in the environment in which it conducts its business. This commitment is manifested through a range of programs which are based upon the principles on corporate social responsibility (CSR). As for the problem statement in this research for example there any influence of Corporate Social Responsibility activity Program Bina Lingkungan PT. Telkom Divre II Jakarta toinstitution image, especially assistance to those afflicted by natural disaster in Harapan Baru Housing on February 2007 and how big influence of Corporate Social Responsibility activity Program Bina Lingkungan PT. Telkom Divre II Jakarta to institution image, especially assistance to those afflicted by natural disaster in Harapan Baru Housing on February 2007. Concept of CSR emerged as effect of existence of fact that basically natural character from every company looking for maximum advantage without Your Exellency prosperity of employees, natural environment and society. Along with the increasing of sensitivity and awareness of company stakeholder. Hence social responsibility concept emerged and become part of which not be dissociated with continuity of company life in the future. As for theory which used in this research are Pyramid of CSR Theory, Triple Bottom lines Concept, and Forming of Image Model. Object research in this research are society in Harapan Baru area, Sub­District of KotaBaru Bekasi, precisely RW 11 who have got aid when floods are occurred as number 205, while the sample are 67 responder which determined with Taro Yamane formula and taken by simple random sampling. Method Research the used are quantitative approach with base research of survai, that is research taking sample from population and used questioner as a means of fundamental data collecting, that is research taking sample from the population and use questioners as a means of fundamental data collecting. The questioners tested the validity by using correlation technique of product moment and tested the reliability with technique cut in two. To searching for influence of Corporate Social Responsibility activity program Bina Lingkungan of PT. Telkom Divre II Jakarta to institution image used simple linear regression analyses, Y = a + bX. This research showed that Corporate Social Responsibility activity Program Bina lingkungan of PT. Telkom Divre II Jakarta to institution image has result Y = 29,375 + 0,688 X. Besides, to knowing how big storey influence of Corporate Social Responsibility Program Bina lingkungan activity of PT. Telkom Divre II Jakarta to institution image could be seen from coefficient of determinant showed score 0,132. This storey indicated that dependent variable influenced 13,2% by independent variable and correlation coefficient score 0,364. Thereby, generated influence the including a moderate positive association. While, 86,8% influenced by other variable which not discussed in this research. Considering activity of CSR Program Bina Lingkungan have a moderate positive association, in meaning have influence but weak to institution image, hence expected PT. Telkom do not only limited as executor of activity program of PKBL representing policy of minister of BUMN. But also have to maximize activity of CSR comprehensively and continually, so that will implication to increasing of image corporate which are positive in society.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Anggit Aldila
Date Deposited: 01 May 2012 08:03
Last Modified: 01 May 2012 08:03
URI: http://eprints.umm.ac.id/id/eprint/3658

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