Pemaknaan Kelas Hijau Esia oleh Corporate Communications Officer PT. Bakrie Telecom, Tbk.
vi
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
DAFTAR ISI
Abstrak......................................................................................................................i
Abstract ....................................................................................................................ii
Kata Pengantar........................................................................................................ iii
Daftar Isi ..................................................................................................................vi
Daftar Tabel..............................................................................................................xi
Daftar Gambar.........................................................................................................xii
Daftar Lampiran ....................................................................................................xiii
Daftar Pustaka........................................................................................................xiiii
BAB I PENDAHULUAN....................................................................................... 1
1.1 Konteks Penelitian..............................................................................................1
1.2 Fokus dan Pertanyaan Penelitian......................................................................11
1.2.1 Fokus Penelitian...................................................................................11
1.3 Pertanyaan Penelitian....................................................................................... 11
1.4 Tujuan Penelitian..............................................................................................11
1.5 Kegunaan Penelitian.........................................................................................12
1.5.1 Kegunaan Praktis..................................................................................12
1.5.2 Kegunaan Teoritis................................................................................ 12
1.6 Kerangka Pemikiran......................................................................................... 13
1.7 Metode Penelitian.............................................................................................14
1.7.1 Pendekatan dan Jenis Penelitian.......................................................... 14
1.7.2 Teori Interaksi Simbolik...................................................................... 16
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
vii
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
1.7.3 Teknik Pengumpulan Data .................................................................. 21
I.7.4 Narasumber..........................................................................................24
1.8 Teknik Keabsahan Data...................................................................................25
1.8.1 Triangulasi..........................................................................................25
1.8.2 Menggunakan Bahan Referensi.........................................................26
1.8.3 Member Check...................................................................................26
1.9 Lokasi dan Waktu Penelitian............................................................................27
BAB II TINJAUAN PUSTAKA.......................................................................... 28
2.1 Kajian Terhadap Penelitian Sejenis ................................................................ 28
2.1.1KampanyeLifebouysebagaiRepresentasiHidupSehat...
.................. 28
2.1.2Program Festival Hijau BSD CITY .................................................... 29
2.1.3StrategiCSRdi PT Industri Telekomunikasi Indonesia
..................... 29
2.1.4 Matriks Review Penelitian Sejenis ..................................................... 30
2.2 Public Relations............................................................................................... 31
2.2.1 Tujuan dan Fungsi Public Relations ................................................... 33
2.2.2 Peran dan Ruang Lingkup Kegiatan Public Relations ...................... 37
2.2.3 Publik dalam Public Relations ............................................................ 42
2.2.4 Proses Public Relations ...................................................................... 44
2.2.5 Ciri-ciri Public Relations .................................................................... 48
2.3Corporate Social Responsibility......................................................................49
2.3.1 Definisi Corporate Social Responsibility............................................ 49
2.3.2 Konsep dan Ruang Lingkup CSR......................................................51
2.3.3 Piramida CSR Archie B. Carol..........................................................54
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
viii
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
2.3.4 Strategi CSR.......................................................................................56
2.4 Manajemen Strategis.......................................................................................57
2.4.1 Definisi Manajemen Strategis......... .................................................... 57
2.4.2 Konsep Dasar Manajemen Strategis.................................................... 58
2.4.3 ModelManajemen Strategis................................................................59
2.5 Lingkungan.......................................................................................................62
2.5.1 PengertianLingkungan......................................................................... 62
2.5.2 Go green...................................................................................... ........ 65
2.6 Pendidikan......................................................................................................66
2.6.1 Pengertian Pendidikan.........................................................................67
2.6.2 Jenis-jenis Pendidikan........................................................................70
BAB III METODE, SUBJEK, DAN OBJEK PENELITIAN .......................... 72
3.1 Metode Penelitian .......................................................................................... 72
3.1.1 Metode Kualitatif ............................................................................... 75
3.1.2 Pendekatan Studi Kasus .................................................................... 79
3.1.3 Data dan Sumber Data Penelitian.................................................... ..86
3.1.4 Teknik Pengumpulan Data................................................................ 87
3.1.5 Teknik Analisis Data ....................................................................... ..92
3.1.6 Teknik Keabsahan Data .................................................................. ..97
3.1.7 Lokasi Penelitian ............................................................................. 101
3.2 Subjek Penelitian ........................................................................................ 102
3.2.1 Narasumber ..................................................................................... 103
3.3 Objek Penelitian .......................................................................................... 106
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
viiii
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
3.3.1 Kelas Hijau Esia.................................................................................106
3.3.2 Bagan Kelas Hijau Esia......................................................................110
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ................................. 111
4.1 Pemaknaan Corporate Communications mengenai Go green
sebagai Strategi Bisnis................................................................................ 111
4.1.1Hasil Penelitian Pemaknaan Corporate Communications mengenai
Go green sebagai Strategi Bisnis..............................................................116
4.1.2 Pembahasan Pemaknaan Corporate Communications mengenai Go
green sebagai Strategi Bisnis.....................................................................129
4.2 PemaknaanCorporate
Communications
OfficermengenaiLatarBelakangPelaksanaan Program KelasHijauEsia......
..............................................137
4.2.1
Hasil
Penelitian
PemaknaanCorporate
OfficermengenaiLatarBelakangPelaksanaan
KelasHijauEsia............137
Communications
Program
4.2.1
Pembahasan
PemaknaanCorporate
Communications
OfficermengenaiLatarBelakangPelaksanaanProgram KelasHijauEsia .......
...159
4.3
PemaknaanCorporate
Communications
OfficermengenaiMateriPendidikanLingkunganpadaProgram
KelasHijauEsia......................
.....................172
4.3.1
Hasil
Penelitian
PemaknaanCorporate
Communications
OfficermengenaiMateriPendidikanLingkunganpadaProgram KelasHijauEsia
..................................................................................................................173
4.3.2
Pembahasan
PemaknaanCorporate
Communications
OfficermengenaiMateriPendidikanLingkunganpadaProgram KelasHijauEsia
.................................................................................................................188
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
ixi
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
BAB V KESIMPULAN DAN SARAN............................................................. 196
5.1 Kesimpulan ................................................................................................... 196
5.1.1 Pemaknaan Corporate Communications Officer mengenai Go green
sebagai strategi bisnis perusahaan..........................................................196
5.1.2
PemaknaanCorporate
OfficermengenaiLatarBelakangPelaksanaan
KelasHijauEsia............................
Communications
Program
..........198
5.1.3
PemaknaanCorporate
Communications
OfficermengenaiMateriPendidikanLingkunganpadaProgram KelasHijauEsia
....................
....201
5.2 Saran ............................................................................................................ 203
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
xi
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
DAFTAR TABEL
Tabel 2.1 Review Penelitian Sejenis ..................................................................... 28
Tabel 2.2Kegiatan Corporate Social Responsibility............................................ . 53
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
xii
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
DAFTAR GAMBAR
Gambar 1.1 Kerangka Pemikiran .......................................................................... 13
Gambar 2.1 Proses Manajemen Strategis Wheelen Hunger........................ ...........60
Gambar 3.1BaganCorporate Communications OfficerPTBakrie Teleco
m.....104
Gambar 3.2 Logo Kelas Hijau Esia......................................................................107
Gambar 3.3 Contoh Permainan dalam Materi Kelas Hijau Esia......................... 109
Gambar 3.4 Bagan Kelas Hijau Esia.. ................................................................. 110
Gambar 4.1 Bagan PemaknaanStrategiBisnisGo Green........................... ........ 196
Gambar 4.2 BaganPemaknaan Program KelasHijauEsia....................... .......... 196
Gambar 4.3 BaganPemaknaanMateriPendidikanLingkungan..................... ... 196
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
xiii
Skripsi Mahasiswa Universitas Padjadjaran
DAFTAR LAMPIRAN
Surat Keputusan Pembimbing Skripsi
Pedoman Wawancara
Informasi Narasumber dan Triangulasi
Hasil Wawancara
Dokumentasi Program Kelas Hijau Esia
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
I-2012/2013
xiiii
Skripsi Mahasiswa Universitas Padjadjaran
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
I-2012/2013
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
DAFTAR ISI
Abstrak......................................................................................................................i
Abstract ....................................................................................................................ii
Kata Pengantar........................................................................................................ iii
Daftar Isi ..................................................................................................................vi
Daftar Tabel..............................................................................................................xi
Daftar Gambar.........................................................................................................xii
Daftar Lampiran ....................................................................................................xiii
Daftar Pustaka........................................................................................................xiiii
BAB I PENDAHULUAN....................................................................................... 1
1.1 Konteks Penelitian..............................................................................................1
1.2 Fokus dan Pertanyaan Penelitian......................................................................11
1.2.1 Fokus Penelitian...................................................................................11
1.3 Pertanyaan Penelitian....................................................................................... 11
1.4 Tujuan Penelitian..............................................................................................11
1.5 Kegunaan Penelitian.........................................................................................12
1.5.1 Kegunaan Praktis..................................................................................12
1.5.2 Kegunaan Teoritis................................................................................ 12
1.6 Kerangka Pemikiran......................................................................................... 13
1.7 Metode Penelitian.............................................................................................14
1.7.1 Pendekatan dan Jenis Penelitian.......................................................... 14
1.7.2 Teori Interaksi Simbolik...................................................................... 16
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
vii
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
1.7.3 Teknik Pengumpulan Data .................................................................. 21
I.7.4 Narasumber..........................................................................................24
1.8 Teknik Keabsahan Data...................................................................................25
1.8.1 Triangulasi..........................................................................................25
1.8.2 Menggunakan Bahan Referensi.........................................................26
1.8.3 Member Check...................................................................................26
1.9 Lokasi dan Waktu Penelitian............................................................................27
BAB II TINJAUAN PUSTAKA.......................................................................... 28
2.1 Kajian Terhadap Penelitian Sejenis ................................................................ 28
2.1.1KampanyeLifebouysebagaiRepresentasiHidupSehat...
.................. 28
2.1.2Program Festival Hijau BSD CITY .................................................... 29
2.1.3StrategiCSRdi PT Industri Telekomunikasi Indonesia
..................... 29
2.1.4 Matriks Review Penelitian Sejenis ..................................................... 30
2.2 Public Relations............................................................................................... 31
2.2.1 Tujuan dan Fungsi Public Relations ................................................... 33
2.2.2 Peran dan Ruang Lingkup Kegiatan Public Relations ...................... 37
2.2.3 Publik dalam Public Relations ............................................................ 42
2.2.4 Proses Public Relations ...................................................................... 44
2.2.5 Ciri-ciri Public Relations .................................................................... 48
2.3Corporate Social Responsibility......................................................................49
2.3.1 Definisi Corporate Social Responsibility............................................ 49
2.3.2 Konsep dan Ruang Lingkup CSR......................................................51
2.3.3 Piramida CSR Archie B. Carol..........................................................54
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
viii
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
2.3.4 Strategi CSR.......................................................................................56
2.4 Manajemen Strategis.......................................................................................57
2.4.1 Definisi Manajemen Strategis......... .................................................... 57
2.4.2 Konsep Dasar Manajemen Strategis.................................................... 58
2.4.3 ModelManajemen Strategis................................................................59
2.5 Lingkungan.......................................................................................................62
2.5.1 PengertianLingkungan......................................................................... 62
2.5.2 Go green...................................................................................... ........ 65
2.6 Pendidikan......................................................................................................66
2.6.1 Pengertian Pendidikan.........................................................................67
2.6.2 Jenis-jenis Pendidikan........................................................................70
BAB III METODE, SUBJEK, DAN OBJEK PENELITIAN .......................... 72
3.1 Metode Penelitian .......................................................................................... 72
3.1.1 Metode Kualitatif ............................................................................... 75
3.1.2 Pendekatan Studi Kasus .................................................................... 79
3.1.3 Data dan Sumber Data Penelitian.................................................... ..86
3.1.4 Teknik Pengumpulan Data................................................................ 87
3.1.5 Teknik Analisis Data ....................................................................... ..92
3.1.6 Teknik Keabsahan Data .................................................................. ..97
3.1.7 Lokasi Penelitian ............................................................................. 101
3.2 Subjek Penelitian ........................................................................................ 102
3.2.1 Narasumber ..................................................................................... 103
3.3 Objek Penelitian .......................................................................................... 106
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
viiii
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
3.3.1 Kelas Hijau Esia.................................................................................106
3.3.2 Bagan Kelas Hijau Esia......................................................................110
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ................................. 111
4.1 Pemaknaan Corporate Communications mengenai Go green
sebagai Strategi Bisnis................................................................................ 111
4.1.1Hasil Penelitian Pemaknaan Corporate Communications mengenai
Go green sebagai Strategi Bisnis..............................................................116
4.1.2 Pembahasan Pemaknaan Corporate Communications mengenai Go
green sebagai Strategi Bisnis.....................................................................129
4.2 PemaknaanCorporate
Communications
OfficermengenaiLatarBelakangPelaksanaan Program KelasHijauEsia......
..............................................137
4.2.1
Hasil
Penelitian
PemaknaanCorporate
OfficermengenaiLatarBelakangPelaksanaan
KelasHijauEsia............137
Communications
Program
4.2.1
Pembahasan
PemaknaanCorporate
Communications
OfficermengenaiLatarBelakangPelaksanaanProgram KelasHijauEsia .......
...159
4.3
PemaknaanCorporate
Communications
OfficermengenaiMateriPendidikanLingkunganpadaProgram
KelasHijauEsia......................
.....................172
4.3.1
Hasil
Penelitian
PemaknaanCorporate
Communications
OfficermengenaiMateriPendidikanLingkunganpadaProgram KelasHijauEsia
..................................................................................................................173
4.3.2
Pembahasan
PemaknaanCorporate
Communications
OfficermengenaiMateriPendidikanLingkunganpadaProgram KelasHijauEsia
.................................................................................................................188
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
ixi
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
BAB V KESIMPULAN DAN SARAN............................................................. 196
5.1 Kesimpulan ................................................................................................... 196
5.1.1 Pemaknaan Corporate Communications Officer mengenai Go green
sebagai strategi bisnis perusahaan..........................................................196
5.1.2
PemaknaanCorporate
OfficermengenaiLatarBelakangPelaksanaan
KelasHijauEsia............................
Communications
Program
..........198
5.1.3
PemaknaanCorporate
Communications
OfficermengenaiMateriPendidikanLingkunganpadaProgram KelasHijauEsia
....................
....201
5.2 Saran ............................................................................................................ 203
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
xi
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
DAFTAR TABEL
Tabel 2.1 Review Penelitian Sejenis ..................................................................... 28
Tabel 2.2Kegiatan Corporate Social Responsibility............................................ . 53
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
xii
Skripsi Mahasiswa Universitas Padjadjaran
I-2012/2013
DAFTAR GAMBAR
Gambar 1.1 Kerangka Pemikiran .......................................................................... 13
Gambar 2.1 Proses Manajemen Strategis Wheelen Hunger........................ ...........60
Gambar 3.1BaganCorporate Communications OfficerPTBakrie Teleco
m.....104
Gambar 3.2 Logo Kelas Hijau Esia......................................................................107
Gambar 3.3 Contoh Permainan dalam Materi Kelas Hijau Esia......................... 109
Gambar 3.4 Bagan Kelas Hijau Esia.. ................................................................. 110
Gambar 4.1 Bagan PemaknaanStrategiBisnisGo Green........................... ........ 196
Gambar 4.2 BaganPemaknaan Program KelasHijauEsia....................... .......... 196
Gambar 4.3 BaganPemaknaanMateriPendidikanLingkungan..................... ... 196
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
xiii
Skripsi Mahasiswa Universitas Padjadjaran
DAFTAR LAMPIRAN
Surat Keputusan Pembimbing Skripsi
Pedoman Wawancara
Informasi Narasumber dan Triangulasi
Hasil Wawancara
Dokumentasi Program Kelas Hijau Esia
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
I-2012/2013
xiiii
Skripsi Mahasiswa Universitas Padjadjaran
Devina – Pemaknaan “Kelas Hijau Esia” oleh Corporate Communication Officer
PT. Bakrie Telecom, Tbk
Hubungan Masyarakat
Fakultas Ilmu Komunikasi 2012
http://pustaka.unpad.ac.id
I-2012/2013