Pengaruh Program Corporate Social Responsibility Terhadap Citra Perusahaan Pt.pp Melalui Penerapan “green Construction†Dalam Pembangunan Newpriok Di Kalibaru, Cilincing, Jakarta Utara

Felix Jose Primatama, Deden Syarif Hidayatullah

Abstract

Abstrak Dengan maraknya proyek pembangunan di daerah Kalibaru menyebabkan banyaknya terjadi gangguan terhadap lingkungan masyarakat di sekitar proyek. Baru-baru ini PT. PP telah memiliki dan menerapkan program Corporate Social Responsibility (CSR) melalui penerapan Green Construction yang dilaksanakan di daerah Kalibaru, Jakarta. Berdasarkan hasil observasi menunjukkan masih banyak masyarakat yang belum mengetahui adanya program Green Construction yang memungkinkan pelestarian lingkungan dari awal hingga selesainya proyek oleh PT. PP. Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh yang diberikan oleh Corporate Social Responsibility (CSR) dengan penerapan Green Construction yang telah dilakukan PT. PP terhadap Citra Perusahaan PT. PP sendiri selaku pelaksana program Green Construction di daerah Kalibaru. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan jenis penelitian deskriptif dan kausal. Jenis data yang digunakan dalam penelitian data primer berupa penyebaran angket (kuesioner) dan sekunder. Pengambilan sampel dilakukan dengan metode non probability sampling dengan teknik incidental sampling, dengan jumlah responden sebanyak 100 responden. Teknik analisis data menggunakan deskriptif dan analisis liner sederhana. Berdasarkan hasil penghitungan uji t, Corporate Social Responsibility (CSR) melalui penerapan Green Construction berpengaruh secara parsial terhadap Citra Perusahaan. Indeks people atau masyarakat memiliki nilai paling rendah yang menyatakan masih kurangnya kepuasan yang dirasakan oleh masyarakat dalam kegiatan program Green Construction. Untuk memperbaiki hal ini, saran penulis adalah perusahaan secara terus menerus mengajak dan menjelaskan kepada masyarakat untuk terlibat langsung dalam program Green Construction yang dilakukan. Kata Kunci: Corporate Social Responsibility, people, profit, planet, Citra Perusahaan. Abstract With the rampant development project in Kalibaru area causing many disturbances to the environment of the community around the project. Recently PT. PP has owned and implemented Green Construction on Corporate Social Responsibility (CSR) program implemented in Kalibaru area, Jakarta. Based on the results of observation shows there are still many people who do not know the existence of Green Construction program that allows environmental conservation from the beginning until the completion of the project by PT. PP. This research was conducted to find out how much influence given by Corporate Social Responsibility (CSR) through implementation of Green Construction which has been done by PT. PP against Corporate Image PT. PP itself as Green Construction program implementer in Kalibaru area. The method used in this study is a quantitative method with descriptive and causal research. Types of data used in the study of primary data in the form of primary (questionnaires) and secondary. Sampling was done by non probability sampling method with incidental sampling technique, with the number of respondents as many as 100 respondents. The technique of data analysis using descriptive and simple liner analysis. Based on the results of t test calculation, Corporate Social Responsibility (CSR) through implementation of Green Construction partially effect on Corporate Image. Index of people or society has the lowest value which states still lack of satisfaction felt by the community in Green Construction program activities. To improve this, the author's advice is that the company continually invites and explains to the community to be directly involved in the Green Construction program. Keywords: Corporate Social Responsibility, people, profit, planet, Corporate Image.

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