PELAKSANAAN PROGRAM CORPORATE SOCIAL RESPONSIBILITY PT UNILEVER INDONESIA TBK DALAM PENGEMBANGAN PETANI KEDELAI HITAM DI KABUPATEN BANTUL

Febbry Silvya, Dr Phil Hermin Indah Wahyuni

2013 | Tesis | S2 Ilmu Politik/Ilmu Komunikasi

Penelitian ini bertuuan untuk mengetahui pelaksanaan program Corporate Social Responsibility yang dilaksanakan oleh PT. Unilever Indonesia Tbk dalam kegiatan pengembangan petani kedelai hitam di Kabupaten Bantul, dilihat dari tahapan-tahapan pelaksanaan program CSR pada tahap perencanaan, tahap pelaksanaan dan tahap akhit (evaluasi). Metode yang digunakan dalam penelitian ini adalah deskriptif kualitatif dengan informan sebanyak 13 orang. Hasil penelitian ini menunjukan bahwa pada pelaksanaan CSR Pengembangan petani kedelai hitam diketahui Pada tahap perencanaan, petani tidak memberikan dukungan berarti serta tidak terlibat dalam perencanaan program, petani hanya diposisikan sebagai calon petani binaan. Pada tahap pelaksanaan, PT. Unilever Indonesia Tbk tetap bekerjasama dengan ahli pertanian dari Universitas Gadjah Mada Yogyakarta untuk menangani masalah teknis pertanian dan menangani pemanfaatan teknologi pertanian, petani kedelai hitam mendapatkan kemudahan mendapatkan benih berkualitas, mendapatkan sarana dan prasarana pertanian, mendapatkan bimbingan serta pembinaan dari petugas lapangan dan asisten lapangan. Pendampingan dilaksanakan secara intensif agar mempermudah interaksi antara petugas lapangan dengan petani binaan. Evaluasi program Corporate Social Responsibility pengembangan petani kedelai hitam dilaksanakan dengan cara evaluasi partisipatif, yaitu evaluasi yang melibatkan seluruh pihak yang terkait dengan program Corporate Social Responsibility pengembangan petani kedelai hitam. Evaluasi yang dilaksanakan oleh PT. Unilever Indonesia Tbk berdasarkan peningkatan target dan capaian program, indikasi lain keberhasilan program Corporate Social Responsibility pengembangan petani kedelai hitam bagi PT. Unilever Indonesia Tbk adalah peningkatan jumlah petani serta lahan pertanian tanaman kedelai hitam.

This study aims to determine the implementation of Corporate Social Responsibility program conducted by PT. Unilever Indonesia Tbk in the development activities of black soybean farmers in Bantul district, seen from the stages of implementation of CSR programs in the planning phase, implementation phase and late phase (evaluation). The method used in this research is descriptive qualitative informants as many as 13 people. These results indicate that the implementation of CSR Development of black soybean farmers are known At the planning stage, the farmer does not provide meaningful support and are not involved in planning the program, farmers are positioned as a candidate for assisted farmers. During the implementation phase, PT. Unilever Indonesia Tbk still working with agricultural experts from Gadjah Mada University in Yogyakarta to handle technical issues dealing with agriculture and agricultural technology utilization, black soybean farmers get the convenience of getting quality seeds, get farm infrastructure, guidance and training of field officers and field assistants. Assistance carried out intensively in order to facilitate the interaction between the field officers assisted farmers. Evaluation of Corporate Social Responsibility program development carried out by black soybean farmer participatory evaluation method, the evaluation involving all parties associated with the development of its Corporate Social Responsibility black soybean farmers. Evaluations are conducted by PT. Unilever Indonesia Tbk based improvement targets and achievements of the program, another indication of the success of its Corporate Social Responsibility for the development of black soybean farmers PT. Unilever Indonesia Tbk is an increasing number of farmers and black soybean crop farms.

Kata Kunci : CSR, PT. Unilever Indonesia, pengembangan petani kedelai hitam