Citra PT. Bandeng Juwana menurut pelanggan peserta workshop Woro-Woro sebagai program corporate social responsibility periode September - Oktober 2013

Yuwono, Raymon Yessano (2014) Citra PT. Bandeng Juwana menurut pelanggan peserta workshop Woro-Woro sebagai program corporate social responsibility periode September - Oktober 2013. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada era globalisasi ini, perkembangan perekonomian mendorong setiap perusahaan untuk berlomba menjadi yang terbaik. Memiliki citra yang positif merupakan salah satu cara agar perusahaan dapat menjadi sumber dari kebutuhan masyarakat. Dalam usaha untuk mencapainya, penting bagi perusahaan untuk memperhatikan berbagai aspek dalam menjalankan kinerjanya, salah satunya adalah menjalankan tanggung jawab sosial perusahaan terhadap stakeholder-nya (pelanggan, pemerintah, karyawan dan komunitas di sekitar perusahaan). PT Bandeng Juwana sebagai perusahaan swasta di bidang industri pangan merupakan salah satu dari sedikit perusahaan yang melaksanakan tanggung jawab sosialnya terhadap pelanggan yang merupakan salah satu stakeholder perusahaan. Oleh karena itu penelitian ini dilakukan untuk mengetahui seberapa besar citra perusahaan PT Bandeng Juwana menurut pelanggan yang merupakan peserta workshop Woro-woro. Konsep yang digunakan dalam penelitian ini adalah konsep corporate social responsibility (tanggung jawab sosial) terhadap pelanggan dan citra. Peneliti juga menggunakan teori legitimasi sosial sebagai penghubung antara persepsi yang didapat dengan apa yang telah perusahaan lakukan. Dalam penelitian ini metode yang digunakan adalah metode penelitian deskriptif dengan pendekatan kuantitatif. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner kepada pelanggan yang merupakan peserta workshop Woro-woro periode September–Oktober 2013 berjumlah 112 responden. Dari hasil data jawaban kuesioner yang didapat dengan menggunakan tiga dimensi dalam penelitian yaitu dimensi menyediakan barang dan jasa yang berkualitas, dimensi memberikan harga yang wajar, dan dimensi melindungi hak pelanggan, diperoleh hasil yang menyatakan bahwa mayoritas responden memberikan persepsi yang positif terhadap tanggung jawab sosial yang telah dilakukan PT Bandeng Juwana. Sehingga berdasarkan hasil tersebut dapat disimpulkan bahwa citra yang dimiliki PT Bandeng Juwana adalah positif. / Nowdays in the globalization, the growth of economic level encourage each company to compete to be the winner in their own business. Having a positive image is included one of company strategic to create the advantages that makes the company get trust from the customer for buying products they needs. To reach the goal every company must put big attention in many aspects to achieve the highest performance. Corporate Social Responsibilty or CSR is one of the most important program that can prove effort of the company to the stakehoders (customer, government, workers and the community around of the company itself). In this case PT Bandeng Juwana as a private company that running in food production field is one of the real example company that thinks that doing the CSR program is really works from the first time until today. This research purpose to understand more detail about the CSR they did, and company image from their customer that participate in Woro-woro workshop as the CSR program. Concept of Corporate Sosial Responsibility in Woro-woro workshop used to measure company image according to the customer as the participants. Researchers using the theory of social legitimacy to connect customer expectation with what the company has done. The researchers get the data by distributed questionnaire to the participants of the Woro-woro workshop period September - October 2013 which totaled 112 respondents. Descriptive research with quantitative approaches is being the methods to find the result. Questionnaire response data is obtained by using a three dimensional of CSR (dimensions of providing good quality products and services, a reasonable price, and customer rights) from the company to their customer. Based on the questionnaire, the researchers cultivate and compute the data, the result prove that majority respondens give the positive appraisal that categorize the CSR program of PT Bandeng Juwana is success and works well. So according on this result, the research sum up that PT Bandeng Juwana create the positive image.

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