Peran Program Corporate Social Responsibility Indonesia Digital Learning Pada Citra Perusahaan Pt. Telekomunikasi Indonesia, Tbk Tahun 2016

Siti Amiratul Ramadina, Deden Syarif Hidayatullah

Abstract

Abstrak PT Telkom Indonesia (Persero) Tbk (Telkom) telah meraih sebuah penghargaan bukti komitmennya dalam mengimplementasikan Corporate Social Responsibility. Telkom berhasil meraih penghargaan The Best Program dalam menjalankan Program Indonesia Digital Learning (IDL) untuk Kategori Peningkatan Mutu Pendidikan dalam ajang Nusantara CSR Summit & Awards 2016. PT. Telekomunikasi Indonesia, Tbk dinilai berhasil memberi pengaruh positif bagi perubahan kepada kehidupan komunitas guru. Penelitian ini bertujuan untuk mengetahui penerapan dan peran Program Corporate Social Responsibility Indonesia Digital Learning terhadap Citra Perusahaan PT. Telkom Indonesia. Penelitian ini dilakukan melalui pendekatan kualitatif. Teknik pengumpulan data dilakukan pada kondisi yang alamiah, sumber data primer dan sekunder, dan teknik pengumpulan data yang digunakan meliputi wawancara mendalam (in depth interview), dokumentasi dan observasi ataupun kajian dokumen. Teknik analisis data dalam penelitian ini menggunkan Model Miles and Huberman, meliputi yaitu reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa pelaksanaan program CSR PT. Telkom Indonesia melalui program Indonesia Digital Learning melibatkan para guru-guru yang ada di Indonesia. Kegiatan ini merupakan pelatihan kepada guru-guru SD, SMP, SMA dan sederajat di 8 kota yang ada di Indonesia. Pelatihan yang di berikan kepada para guru yaitu mengenai pembelajaran berbasis digitalyang diikuti oleh 2.356 guru dari seluruh Indonesia. Program CSR Indonesia Digital Learning memiliki peran terhadap pembentukan citra perusahaan. Dampak yang dirasakan perusahaan dari sisi sosial, perusahaan mendapatkan apresiasi dari berbagai pihak, lalu secara integritasnya program Indonesia Digital Learning merupakan salah satu program yang berkelanjutan di PT. Telkom Indonesia. Dampak yang dirasakan perusahaan didukung oleh perubahan presepsi peserta kepada PT. Telkom Indonesia, setelah mengikuti program Indonesia Digital Learning. Kata Kunci : Corporate Sosial Responsibility, Citra Perusahaan



Abstract PT Telkom Indonesia (Persero) Tbk (Telkom) has won a proof award in the implementation of Corporate Social Responsibility. Telkom won the Best Program Award in running the Digital Learning Program Indonesia (IDL) for the category of Education Quality Improvement in the arena Nusantara CSR Summit & Awards 2016. PT. Telekomunikasi Indonesia, Tbk is considered to have a positive effect on the changes to the life of the teacher community. This study aims to determine the application and role of Corporate Social Responsibility Program Digital Indonesia to Corporate Image PT. Telkom Indonesia. This research is conducted by qualitative approach. Data techniques are carried out under natural conditions, and data engineering data used in in-depth interviews, documentation and observation or document review. Model Miles and Huberman, namely data reduction, data presentation, and data withdrawal. The results show CSR implementation program PT. Telkom Indonesia through Indonesia Digital Learning program involves the teachers in Indonesia. This activity is a training for teachers of elementary, junior high, high school and equivalent in 8 cities in Indonesia. The training presented to the teachers is about digital-based learning followed by 2,356 teachers from all over Indonesia. CSR Program Indonesia Digital Learning has a role to form the company image. Many of the impact felt by the company by running this activity. From the social side, the company gets appreciation from various parties, then the integrity of Indonesia Digital Learning program is one of the sustainable programs in PT. Telkom Indonesia. With this Indonesia Digital Learning activities PT. Telkom Indonesia can collaborate with all teachers in Indonesia The impact felt by the company by changing the perception of participants to PT. Telkom Indonesia, after following the program Digital Learning Indonesia. Keyword : Corporate Sosial Responsibility, Corporate Image

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