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THE IMPLEMENTATION OF CORPORATE SOCIAL RESPOSIBILITY TO IMPROVE CORPORATE REPUTATION (STUDIES IN PT PUPUK KUJANG CIKAMPEK)

THE IMPLEMENTATION OF CORPORATE SOCIAL RESPOSIBILITY TO IMPROVE CORPORATE REPUTATION (STUDIES IN PT PUPUK KUJANG CIKAMPEK)

 

Sungkono

Lecturer at the Faculty of Economics and Business
Universitas Negeri Singaperbangsa Karawang

Abstract

This research is descriptive qualitative case study method through in-depth interviews on Implementation of Corporate Social Responsibility at PT Pupuk Kujang Cikampek, with sources or key informants consisting of elements of management, beneficiaries, builder, distributor, and experts, Results of the interview, which was then analyzed by standard deviation obtained some of the following criteria: Implementation of CSR on allocation of profit, community development, and environmental conservation with the good criteria; Implementation of CSR to the company’s reputation with the good criteria; Implementation of CSR to overcome obstacles to the company’s reputation with the good criteria; and CSR Implementation Strategy to improve the company’s reputation with the good criteria.

Based on interviews with very good criteria for the implementation of CSR, researchers have obtained new findings are of “policy” as an important part of the implementation of CSR that have been implemented by PT Pupuk Kujang Cikampek. It is supported by the results of SWOT analysis with IFAS. Thus it can be concluded that in addition to 3 P as the theory of CSR (Profit, People and Planet), then to the implementation of good CSR is dependent on the company’s management policy  or equal to 4 P (Profit; People; Planet; and Policy ), in which the Policy with a base practice that must be done is the company’s strategy to improve its reputation.

 

Keywords:     Policy management company, is crucial to well – whether or not the implementation of CSR.