FAKTOR-FAKTOR CORPORATE SOCIAL RESPONSIBILITY PT UNITED TRACTORS TBK YANG MEMPENGARUHI COMMUNITY EMPOWERMENT DALAM PROGRAM UTFUTURE

ANGGITO PRIYAMBODO, . (2025) FAKTOR-FAKTOR CORPORATE SOCIAL RESPONSIBILITY PT UNITED TRACTORS TBK YANG MEMPENGARUHI COMMUNITY EMPOWERMENT DALAM PROGRAM UTFUTURE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Kegiatan operasional yang dijalankan oleh United Tractors (UT) berpotensi menimbulkan berbagai dampak sosial bagi masyarakat di sekitarnya baik yang bersifat positif maupun negatif. Sehubungan dengan dampak dan permasalahan tersebut UT memberikan bantuan dalam bentuk Corporate Social Responsibility yang dijalankan melalui berbagai program salah satunya dalam bidang pendidikan yakni pada pilar UTFuture melalui program Sekolah Binaan United Tractors (SOBAT). Lulusan Sekolah Menengah Kejuruan (SMK) tercatat sebagai kelompok dengan tingkat pengangguran tertinggi di Indonesia jumlah pengangguran dari lulusan SMK masih lebih dominan dibandingkan jenjang pendidikan lainnya. Program CSR ini bertujuan untuk memberdayakan masyarakat terutama di sekitar wilayah operasional. Peneliti menggunakan konsep Corporate Communication oleh Argenti dan Cornelissen. Corporate Communications Theory digunakan peneliti karena keterkaitan mengenai penelitian yang akan dilakukan mengenai Corporate Social Responsibility sebagai salah satu strategi komunikasi perusahaan. Penelitian ini menggunakan 4 dimensi pada variabel Corporate Social Responsibility yakni Economic Responsibilites, Legal Responsibilities, Ethical Responsibilities, & Philantrophic Responsibilities. Lalu, 9 dimensi pada variabel Community Empowerment yakni Participation, Leadership, Organizational Structures, Problem Assessment, Asking Why, Resource Mobilization, Links With Others, Role of The Outside Agents, Progamme Management. Metode yang digunakan pada penelitian ini antara lain menggunakan paradigma positivism serta pendekatan kuantitatif. Metode yang digunakan pada penelitian ini berupa survei yang dilakukan secara online melalui Google Form. Populasi pada penelitian ini yakni penerima aktif program CSR UTFuture pada tahun 2024 sebesar 11.882. Teknik penarikan sampel yang digunakan pada penelitian ini yaitu purposive sampling. Metode pengolahan data yang digunakan pada penelitian ini adalah univariat dengan melihat distribusi frekuensi dan bivariat dengan melihat faktor analisis. Setelah melakukan uji analysis factor, faktor Economic Responsibilities memperoleh nilai factor loadings yang paling besar yaitu sebesar 0,848. Maka dapat dinyatakan bahwa faktor Corporate Social Responsibility PT United Tractors Dalam Program UTFuture adalah Economic Responsibilities. Lalu, faktor Community Empowerment yang memiliki nilai factor loadings terbesar ada pada dimensi Role Of The Outside Agents yaitu sebesar 0,865. Berdasarkan uji analisis faktor menunjukkan bahwa seluruh elemen antara lain a priori determination, determination based on eigenvalues, determination based on scree plot, determination based on percentage of variance, determination based on split-half reliability, determination based on significant test, & factor matrix loading menunjukkan bahwa penelitian ini layak dan menyatakan dengan memberikan jawaban yang baik serta memenuhi standar sehingga terdapat Faktor-Faktor Corporate Social Responsibility PT United Tractors Tbk Yang Mempengaruhi Community Empowerment Dalam Program UTFuture. Kata Kunci : Corporate Social Responsibility, Community Empowerment, Corporate Communication. The operational activities conducted by United Tractors (UT) have the potential to generate various social impacts on the surrounding communities both positive and negative. In response to these impacts and related issues UT provides support through Corporate Social Responsibility (CSR) initiatives one of which focuses on education under the UTFuture pillar through the Sekolah Binaan United Tractors (SOBAT). Graduates of vocational high schools (SMK) are recorded as the group with the highest unemployment rate in Indonesia with unemployment among SMK graduates remaining more prevalent compared to other educational levels. This CSR program aims to empower communities particularly those residing in the vicinity of UT’s operational areas. This research applies the concept of Corporate Communication developed by Argenti and Cornelissen as CSR is regarded as a strategic component of corporate communication. The study adopts four dimensions of CSR: Economic Responsibilities, Legal Responsibilities, Ethical Responsibilities, and Philanthropic Responsibilities. For the Community Empowerment variable, nine dimensions are employed: Participation, Leadership, Organizational Structures, Problem Assessment, Asking Why, Resource Mobilization, Links With Others, Role of the Outside Agents, and Programme Management. A positivist paradigm with a quantitative approach was utilized in this study, employing an online survey distributed via Google Forms. The population consisted of 11,882 active recipients of the UTFuture CSR program in 2024. Sampling was conducted using a purposive sampling technique. Data were analyzed through univariate analysis using frequency distribution and bivariate analysis using factor analysis. The results of the factor analysis indicate that Economic Responsibilities had the highest factor loading (0.848) among the CSR dimensions, signifying its dominant influence within PT United Tractors’ UTFuture CSR initiatives. Meanwhile, the Role of the Outside Agents dimension scored the highest loading (0.865) within the Community Empowerment variable. All factor analysis assessments including a priori determination, eigenvalue analysis, scree plot evaluation, variance percentage, split-half reliability, significance testing, and rotated component matrix interpretation demonstrated that this study is methodologically sound, valid, and meets academic research standards. Therefore, it can be concluded that several key CSR factors of PT United Tractors Tbk significantly influence Community Empowerment outcomes within the UTFuture program. Keywords: Corporate Social Responsibility, Community Empowerment, Corporate Communication.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dr. Kinkin Yuliaty Subarsa Putri, M.Si 2) Dr. Vera Wijayanti Sutjipto, M.Si
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Anggito Priyambodo .
Date Deposited:	10 Nov 2025 02:47
Last Modified:	10 Nov 2025 02:47
URI:	http://repository.unj.ac.id/id/eprint/62797

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