S IKOM 1206403 Abstract

PENGARUH PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR)
PT DJARUM TERHADAP REPUTASI PERUSAHAAN
(Studi Eksplanatif Program Djarum Beasiswa Plus 2015/2016
pada Mahasiswa Bidang Kesehatan)
ABSTRAK
Perusahaan rokok seperti PT Djarum tidak dapat terlepas dari pandangan negatif dari para
pemangku kepentingan khususnya kalangan kesehatan, tanpa terkecuali mahasiswa di
bidang kesehatan. Pandangan negatif ini dapat menimbulkan risiko reputasi yang dapat
mengancam keberlangsungan suatu perusahaan. Oleh karena itu, diperlukan suatu
program atau kegiatan yang dapat secara langsung melibatkan masyarakat agar dapat
merubah pandangan negatif tersebut, seperti program corporate social responsibility
(CSR). Salah satu program CSR PT Djarum adalah Djarum Beasiswa Plus yang bergerak
di bidang pendidikan dengan memberikan dana bantuan pendidikan serta pelatihan
keterampilan lunak. Tujuan dari penelitian ini adalah untuk mendapatkan gambaran
tentang program CSR Djarum Beasiswa Plus 2015/2016,reputasi PT Djarum di kalangan
mahasiswa kesehatan peserta program CSR dan mengetahui adanya pengaruh CSR
terhadap reputasi perusahaan di kalangan pemangku kepentingan yang bersifat kontra
dengan operasionalisasi perusahaan. Populasi yang juga sekaligus sampel dalam
penelitian ini adalah seluruh mahasiswa bidang kesehatan yang mengikuti kegiatan
Djarum Beasiswa Plus tahun 2015/2016, terdiri dari mahasiswa jurusan kedokteran
umum, kedokteran gigi, farmasi, kesehatan masyarakat dan keperawatan. Teknik

penarikan sampel menggunakan teknik sampling jenuh dan menghasilkan 43 responden
peserta Djarum Beasiswa Plus 2015/2016 se-Indonesia. Metode penelitian yang
digunakan oleh peneliti adalah kuantitatif-eksplanatif yang bertujuan untuk menjelaskan
fenomena dengan hasil data berupa angka. Hasil penelitian menemukan bahwa program
CSR Djarum Beasiswa Plus 2015/2016 merupakan program yang sangat baik, selain itu
responden juga menilai baik reputasi PT Djarum. Terakhir, kegiatan CSR Program
Djarum Beasiswa Plus berpengaruh positif dan signifikan terhadap reputasi PT Djarum di
mahasiswa bidang kesehatan.

Kata Kunci :Corporate Social Responsibility (CSR), Reputasi, PT Djarum, Djarum
Beasiswa Plus, Mahasiswa Bidang Kesehatan

ii
Ira Susanti, 2016
PENGARUH PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) PT DJARUM TERHADAP
REPUTASI PERUSAHAAN
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

THE EFFECT OF PT DJARUM’ CORPORATE SOCIAL
RESPONSIBILITY (CSR) PROGRAM TO CORPORATE REPUTATION

(Explanative Studies of Djarum Beasiswa Plus 2015/2016 Program
on Medical Students)
ABSTRACT
Tobacco companies such as PT Djarum were practically inseparable from the
unfavourable views and perceived negative by some of its stakeholders, especially among
public whom concern themselves with health issue, such as medical major students. This
unfavourable view could create reputational risks and may affect the company’
sustainability. Therefore, companies must have a program or activity that may directly
involve the community in order to change these unfavourable views, like corporate social
responsibility (CSR) activities. One of the CSR programs run by PT Djarum is called
Djarum Beasiswa Plus which is providing educational grants and soft skills training. This
research aimed to figure out about Djarum Beasiswa Plus 2015/2016,PT Djarum’
reputation among medical student who partisipated on CSR program andinvestigate the
impact of CSR activities to the company’ reputation among stakeholders who is not really
in good relation to its operationalization. The population of this research, which is also
the sample was the whole medical major students that are chosen by using overfull
sampling technique. It consist students which are majoring in general medicine, dentistry,
pharmacy, public health and nursing and participating in the Djarum Beasiswa Plus
2015/2016, resulting 43 people. The research method was quantitative research with
explanative approach. It aims to explain the phenomenon by using numbers as the data

resources. The results found that Djarum Beasiswa Plus 2015/2016 was a very good
program and PT Djarum’ reputation was good too based on respondent evaluation.
Lastly, CSR activitiy like Djarum Beasiswa Plus program was positively and significantly
affect the reputation of PT Djarum among its participant, which medical students were no
exception.

Keywords: Corporate Social Responsibility (CSR), Corporate Reputation, PT Djarum,
Djarum Beasiswa Plus, Medical Students

iii
Ira Susanti, 2016
PENGARUH PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) PT DJARUM TERHADAP
REPUTASI PERUSAHAAN
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu