Implementasi Tanggung Jawab Sosial Perusahaan(Corporate Social Responsibility / CSR) di PT. Unilever Tbk.:(Studi Analisa Deskriptif tentang Implementasi CSR di PT. Unilever Tbk di Daerah Istimewa Yogy

Suratno Basuki, Nunuk Dwi Retnandari

2015 | Tesis | S2 Magister Administrasi Publik

ABSTRACT Concept of Corporate Social Responsibility (CSR) suggested by H.R.Bowen (1953) emerged as an impact of corporate’s character which aimed for profit regardless welfare of employees, society and environment. Practice of CSR in Indonesia has not become common action because many corporates consider it as cost center. Yet, in the era of information and technology, and globalization as well, the need to perform CSR become greater. Data gathered in this research consist of primary data and secondary one. Primary data are collected through interview with society and corporate in form of questionnaire. The questions are about problems giving detail information for objective of research. As for secondary data, they are collected from several data of corporate. Sample of research is determined by method of purposive sampling. This method done by selecting schools, universities, and corporates that compatible with specific characteristic decided by researcher. This research takes place in all corporates in Indonesia which implement CSR, especially Unilever, Ltd. Case study of CSR implementation will be taken in Yogyakarta. The location of research determined by purposive, so that it is to be expected that this research will explore and analyze more detail and clear the better implementation of CSR. Unilever, Ltd. performs all of its activities with responsibility economically, socially and environmentally. The form of social responsibility given by corporate for its environment is expressed in CSR. The result of this research shows that factors influencing effectiveness of CSR programs are factor of party that will get the assistance, factor of organization and factor of need priority. The one that influences effectiveness of CSR in education programs is factor of need priority. Overall, factor of organization extremely influences CSR programs. All attributes extremely influences the implementation of CSR. There is a need to consistency of corporates in CSR because society needs training and knowledge to improve the quality of recycle products and to expand the area of marketing. CSR implementation done by some corporates is influenced by some factors such as factor of party that will get the assistance, factor of organization, and factor of need priority. Based on spread of respondent’s answers for each factor formed by attributes of influence of CSR programs, the most significant factor on CSR program is factor of organization.

Kata Kunci : Corporate Social Responsibility - Yogyakarta