Siswanto, FransBambang (2013) Corporate Social Responsibility: Strategi untuk Mencapai Posisi Market Leader (Studi Kasus pada PT. Bali di Denpasar, Bali). Doctor thesis, Universitas Brawijaya.
Abstract
Fokus penelitian ini adalah untuk memahami (1) proses implementasi Corporate Social Responsibility (CSR) pada PT. Bali; (2) peran implementasi CSR yang mampu memberikan nilai dan manfaat yang diterima semua stakeholders , dan (3) nilai dan manfaat yang diterima semua stakeholders mampu mengantarkan perusahaan menjadi market leader . Penelitian ini menggunakan pendekatan kualitatif dengan studi kasus tunggal. Informan penelitian adalah stakeholders yang mengetahui proses implementasi CSR yang dilakukan oleh PT. Bali. Stakeholders internal perusahaan terdiri atas para direktur, manajer, staf, dan karyawan berjumlah 18 orang dan stakeholders eksternal terdiri atas pengurus yayasan sosial, tokoh masyarakat, adat, agama, dan pelestarian lingkungan, serta pelanggan di Bali berjumlah 68 orang. Hasil penelitian (1) implementasi CSR pada PT. Bali dimulai dengan kegiatan-kegiatan sosial murni tanpa pamrih yang bertujuan menolong dengan berbagi untuk kesejahteraan dan kebahagiaan masyarakat, (2) implementasi CSR dapat memberikan nilai kesejahteraan, kenyamanan, dan keamanan kepada stakeholders internal, dan juga dapat memberikan nilai sosial, motivasi, inovasi, kesejahteraan, kalitas layanan dan kepuasan kepada stakeholders eksternal, (3) nilai yang diterima oleh semua stakeholders melahirkan nilai balik kepada perusahaan, seperti dalam bentuk rasa memiliki perusahaan, tingkat produktivitas yang semakin tinggi, dan loyalitas karyawan dengan disertai doa kepada pimpinan dan perusahaan juga dalam bentuk WOM positif, repurchase buying , mengajak orang lain untuk membeli, serta loyalitas masyarakat umum dan loyalitas pelanggan disertai memberikan doa sebagai keyakinan yang paling tinggi dan harapan kepada Tuhan Yang Mahakuasa sebagai nilai religius ( religious value ). Karena nilai religius lahir dari hampir semua stekhoders, maka merupakan nilai fundamental dari semua nilai yang lahir sebagai nilai balik kepada perusahan. Seluruh nilai tersebut mampu meningkatkan volume penjualan sehingga menjadi market share terbesar. Hal ini yang mengubah posisi perusahaan dari market follower menjadi market leader .
English Abstract
This study aimed to understand and make sense of: (1) the implementation process of a Corporate Social Responsibility (CSR) at PT. Bali (limited liability company in Bali); (2) the role of implementing CSR and accompanying changes in the distribution strategy toward values received by all stakeholders, and (3) the value process received by all stakeholders, which was able to deliver the company to the level of a market leader. This study used a qualitative approach with a single case study. The research informants were stakeholders who were aware of the CSR implementation process conducted by the PT. Bali. Internal stakeholders consisted of: the primary director and policy maker, the directors, managers, staff and employees totaling 18 people, while the external stakeholders consisted of: the trustees of a social foundation; community, customary and religious figures, and customers totaling 68 people. The research conclusions are (1) the CSR implementation process in the company began with social activities that aimed toward social purposes without any other intentional aim other than giving joy to society. (2) The CSR implementation process were capable of providing the values of well-being, comfort and safety for internal stakeholders, and also capable of contributing to values for external stakeholders such as social values, product quality, quality of service, innovative entrepreneurship, motivation and satisfaction. (3) Values received by all stakeholders gave rise to return values to the company, such as employee loyalty, a sense of ownership of the company, an increasingly higher level of productivity, positive word of mouth (WOM), customer loyalty, encouraging others to purchase products, and the value of religiosity in prayer such that the company increasingly grew and advanced. These values were capable of bringing forth an increase in sales volume, which increased market shares until achieving the largest share of the market. This process is why the company was able to change its position from a market follower to a market leader.
| Item Type: | Thesis (Doctor) |
|---|---|
| Identification Number: | DES/658.401 2/SIS/c/061401596 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.4 Executive management |
| Divisions: | S2/S3 > Doktor Kimia, Fakultas MIPA |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 30 Jun 2014 12:03 |
| Last Modified: | 30 Jun 2014 12:03 |
| URI: | http://repository.ub.ac.id/id/eprint/161204 |
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