PERSEPSI MASYARAKAT JAKARTA UTARA TERHADAP PROGRAM CSR PT TOYOTA MOTOR MANUFACTURING INDONESIA - Prabowo, Alpian (2017)
CorporateSocial Responsibillity (CSR)kinisudahmenjadisebuahKewajiban bagisebuah perusahan. Corporate Social Responsibilitysudahmenjadihal yang dibutuhkan dalamkehidupan manusia sehari-hari. Corporate Social Responsibility juga menjadi salah satu alat bagi perusahaan untuk menbangun sebuah persepsi yang positif di masyarakat dan juga sebagai pertanggung jawab perusahaan terhadap lingkungan sekitar tempat perusahaan berada, namun programCorporate social Responbilityterhadap Masyarakattidakbanyakmendapatperhatiandaripemberitaan di media massa sehingga informasi yang di dapat oleh perusahaan PT Toyota Motor Manufacturing Indonesia ini kurang. Terdapat berbagai Program Coporate Social Responbility Yang diadakan oleh PT Toyota Motor Manufacturing Indonesia seperti pemberdayaan masyarkat ,pendidikan,dan lingkungan. Tujuan penelitian ini adalah untuk menjelaskan tentang Persepsi masyarkat Jakarta utara terhadap Program Corporate Social Responbility PT. Toyota Motor Manufacturing Indonesia,. Partisipan utama dalam penelitian ini adalah Masyarakat Rw 06 kelurahan Sungai Bambu kecamatan Tanjung Priok Jakarta utara .jumlah populasi yang akan menjadi sampel penelitian dari Rw 06 Kelurahan Sungai Bambu Jakarta Utara adalah 1125 orang , dan yang akan menjadi sampel penelitian adalah berjumlah 187 responden. Teknik sampling yang digunakan dalam Purposive sampling Penelitian ini menggunakan metode penelitian Kunatitatif dengan analisis data bersifat deskriptif. Data dikumpulkan melaluisurvei, observasi, dokumentasi,dan studi kepustakaan. Hasil penelitian menjelaskan bahwa Masyarakat RW 06 Kelurahan. Sungai Bambu Jakarta utara memiliki Persepsi yang positif terhadap program Corporate Social Responsibility PT.Toyota Motor Manufacturing Indonesia. Hasil penelitian tentang Persepsiyang terdiri dari Kognisi(mengetahui), Atensi(memahami) dan Iterpretasi(menilai) dari kognisi, atensi, dan Interpretsai terpenuhi dengan sangatoptimal dan juga masyarakat Jakarta Utara sudah mengatahui , memahami , dan menilai Program CSR PT TMMIN secara Optimal sehingga menghasilkan sebuah persepsi Positif dari masyarkat. ;--- Corporate Social Responsibillity (CSR) now had become a duty for a company. Corporate Social Responsibility had become a required thing in people's lives. Corporate Social Responsibility had also become one of the tools for companies to build a positive perception in the society as well as a responsible corporate to the environment around the place that the company was located but the program's Corporate Social Responsibility to society not many get attention of news coverage in the mass media so that the information that would get to the company of PT Toyota Motor Manufacturing Indonesia was less. There were a variety of programs in Corporate Social Responbility conducted by PT Toyota Motor Manufacturing Indonesia such as community empowerment, education, and environment. The purpose of this research was to explain about the perception of the society of North Jakarta to the programs Corporate Social Responsibility of PT Toyota Motor Manufacturing Indonesia. The main participants in this research was the society in RW 06, Kel. Sungai Bambu ,Kec. TanjungPriok, North Jakarta. The amount of the population that would be the sampled of this research from RW 06 Kel. Sungai Bambu, North Jakarta was 1125 persons, and that would be the sample of this research totaled 187 respondents. The sampling techniques used in Purposive sampling this research used method quantitative research with data analysis were descriptive. Data collected through surveys, observation, documentation and library studies. The research results explained that society of RW 06 Kel. Sungai Bambu, North Jakarta, had a positive Perceptions toward program Corporate Social Responsibility PT Toyota Motor Manufacturing Indonesia. The research results of the perception which consists of Cognition (knowing), Attention (understand) and Interprets (judge) of cognition, attention and Interprets were highly optimized and also the society of North Jakarta was already known, understood, and evaluated CSR Program PT TMMIN optimally so that it produced a positive perception of the society.