Community engagement: Implementasi corporate social responsibility pada PT BNI (Persero) Tbk
DOI:
https://doi.org/10.24914/jeb.v22i1.2205Keywords:
corporate social responsibility, community engagement, general reporting initiativeAbstract
This study aims to identify the Corporate Social Responsibility (CSR) disclosure and analyse its implementation in PT BNI Tbk regarding to the Community Engagement as well as its disclosure media. The data were collected through interview with the CSR staffs and direct observation on 3 locations of community groups where the program was implemented. This qualitative research applied content analysis method. The findings show that the community sub category in the sustainability report of PT BNI Tbk meets the GRI standart for the last three years (2015-2017). Furthermore, instead of “doing for the community”, CSR Kampoeng BNI applied “doing with the community” motto in implementing the program in order to encourage the community to be active and dynamic as well as not depends on the support from the government institutions and organizations.Penelitian ini bertujuan untuk mengetahui pengungkapan CSR PT BNI Tbk dan menganalisis pelaksanaan aktivitas CSR terkait Community Engagement, maupun media pengungkapannya. Penelitian ini dilakukan dengan mewawancarai staf CSR PT BNI Tbk dan observasi langsung ke 3 kelompok masyarakat penerima CSR PT BNI Tbk. Penelitian ini menggunakan metoda kualitatif dengan menerapkan content analysis. Hasil penelitian ini menunjukkan adanya kesesuaian laporan keberlanjutan PT BNI Tbk sub kategori masyarakat dengan standar GRI selama tiga tahun terakhir (2015-2017). Hasil penelitian selanjutnya menjelaskan CSR Kampoeng BNI melalui pembangunan yang lebih kepada “doing with the community” dibandingkan dengan “doing for the community” agar memacu masyarakat menjadi aktif dan dinamis serta tidak bergantung pada bantuan pemerintah atau organisasi-organisasi sukarela pemberi bantuan.
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