Evaluation of CSR Management "Synergy: Rising Together" to Increase SMEs Literacy
PT Angkasa Pura Logistics (APLog) Public Relation divisions launched the "Synergy: Rising Together with SMEs" CSR program to improve SMEs financial management, digital marketing, and Indonesian National Standards (SNI). However, the program lacks clear success indicators and does not fully...
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Program Studi Ilmu Komunikasi Universitas Syiah Kuala
2024-12-01
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| Series: | JKG (Jurnal Komunikasi Global) |
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| Online Access: | https://jurnal.usk.ac.id/JKG/article/view/41606 |
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| author | Muhammad Hafiz Nurul Haqqi |
| author_facet | Muhammad Hafiz Nurul Haqqi |
| author_sort | Muhammad Hafiz Nurul Haqqi |
| collection | DOAJ |
| description | PT Angkasa Pura Logistics (APLog) Public Relation divisions launched the "Synergy: Rising Together with SMEs" CSR program to improve SMEs financial management, digital marketing, and Indonesian National Standards (SNI). However, the program lacks clear success indicators and does not fully address the economic, social, and environmental pillars of CSR or the Triple Bottom Line framework. This study evaluates the program’s effectiveness using Broom and Sha’s Four Stages of Public Relations framework: problem definition, planning, implementation, and evaluation. A qualitative descriptive approach was used, with data collected through in-depth interviews and document analysis involving SMEs participants from Bekasi, Bogor Jember, mentors, and the Public Relations Manager. Findings highlight challenges in planning, inconsistent execution, and insufficient follow-up, limiting the program’s long-term impact. The study emphasizes the need for clear success indicators, practical skill-building, and adherence to CSR principles sustainability, accountability, and transparency. These improvements could enhance the program's effectiveness and align it more closely with best practices in CSR, ensuring its long-term impact and sustainability.
Divisi Hubungan Masyarakat PT Angkasa Pura Logistics (APLog) meluncurkan program CSR "Synergy: Rising Together with SMEs" untuk meningkatkan manajemen keuangan UMKM, pemasaran digital, dan kepatuhan terhadap Standar Nasional Indonesia (SNI). Namun, program ini kurang memiliki indikator keberhasilan yang jelas dan tidak sepenuhnya memenuhi pilar ekonomi, sosial, dan lingkungan dalam CSR maupun kerangka Triple Bottom Line. Penelitian ini mengevaluasi efektivitas program menggunakan kerangka Four Stages of Public Relations dari Broom dan Sha: definisi masalah, perencanaan, implementasi, dan evaluasi. Pendekatan deskriptif kualitatif digunakan, dengan data dikumpulkan melalui wawancara mendalam dan analisis dokumen yang melibatkan peserta UMKM dari Bekasi, Bogor Jember, mentor, dan Manajer Hubungan Masyarakat. Temuan penelitian menunjukkan tantangan dalam perencanaan, pelaksanaan yang tidak konsisten, dan kurangnya tindak lanjut, yang membatasi dampak jangka panjang program ini. Penelitian ini menekankan pentingnya indikator keberhasilan yang jelas, pembinaan keterampilan yang praktis, dan kepatuhan terhadap prinsip-prinsip CSR seperti keberlanjutan, akuntabilitas, dan transparansi. Perbaikan tersebut dapat meningkatkan efektivitas program dan menyelaraskannya dengan praktik terbaik dalam CSR, memastikan dampak dampak jangka panjang dan keberlanjutannya. |
| format | Article |
| id | doaj-art-d1cbe107fc354e9697ebb3f97ef7e018 |
| institution | Kabale University |
| issn | 2614-7998 2614-218X |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Program Studi Ilmu Komunikasi Universitas Syiah Kuala |
| record_format | Article |
| series | JKG (Jurnal Komunikasi Global) |
| spelling | doaj-art-d1cbe107fc354e9697ebb3f97ef7e0182025-01-09T01:37:08ZengProgram Studi Ilmu Komunikasi Universitas Syiah KualaJKG (Jurnal Komunikasi Global)2614-79982614-218X2024-12-0113219921810.24815/jkg.v13i2.4160619409Evaluation of CSR Management "Synergy: Rising Together" to Increase SMEs LiteracyMuhammad Hafiz Nurul Haqqi0LSPR Institute of Communication & BusinessPT Angkasa Pura Logistics (APLog) Public Relation divisions launched the "Synergy: Rising Together with SMEs" CSR program to improve SMEs financial management, digital marketing, and Indonesian National Standards (SNI). However, the program lacks clear success indicators and does not fully address the economic, social, and environmental pillars of CSR or the Triple Bottom Line framework. This study evaluates the program’s effectiveness using Broom and Sha’s Four Stages of Public Relations framework: problem definition, planning, implementation, and evaluation. A qualitative descriptive approach was used, with data collected through in-depth interviews and document analysis involving SMEs participants from Bekasi, Bogor Jember, mentors, and the Public Relations Manager. Findings highlight challenges in planning, inconsistent execution, and insufficient follow-up, limiting the program’s long-term impact. The study emphasizes the need for clear success indicators, practical skill-building, and adherence to CSR principles sustainability, accountability, and transparency. These improvements could enhance the program's effectiveness and align it more closely with best practices in CSR, ensuring its long-term impact and sustainability. Divisi Hubungan Masyarakat PT Angkasa Pura Logistics (APLog) meluncurkan program CSR "Synergy: Rising Together with SMEs" untuk meningkatkan manajemen keuangan UMKM, pemasaran digital, dan kepatuhan terhadap Standar Nasional Indonesia (SNI). Namun, program ini kurang memiliki indikator keberhasilan yang jelas dan tidak sepenuhnya memenuhi pilar ekonomi, sosial, dan lingkungan dalam CSR maupun kerangka Triple Bottom Line. Penelitian ini mengevaluasi efektivitas program menggunakan kerangka Four Stages of Public Relations dari Broom dan Sha: definisi masalah, perencanaan, implementasi, dan evaluasi. Pendekatan deskriptif kualitatif digunakan, dengan data dikumpulkan melalui wawancara mendalam dan analisis dokumen yang melibatkan peserta UMKM dari Bekasi, Bogor Jember, mentor, dan Manajer Hubungan Masyarakat. Temuan penelitian menunjukkan tantangan dalam perencanaan, pelaksanaan yang tidak konsisten, dan kurangnya tindak lanjut, yang membatasi dampak jangka panjang program ini. Penelitian ini menekankan pentingnya indikator keberhasilan yang jelas, pembinaan keterampilan yang praktis, dan kepatuhan terhadap prinsip-prinsip CSR seperti keberlanjutan, akuntabilitas, dan transparansi. Perbaikan tersebut dapat meningkatkan efektivitas program dan menyelaraskannya dengan praktik terbaik dalam CSR, memastikan dampak dampak jangka panjang dan keberlanjutannya.https://jurnal.usk.ac.id/JKG/article/view/41606corporate social responsibilityevaluasi programpengembangan umkm, pemulihan pasca-covidpublic relations strategypost-covid recoveryprogram evaluationsmes developmentstrategi hubungan masyarakattanggung jawab sosial perusahaan, |
| spellingShingle | Muhammad Hafiz Nurul Haqqi Evaluation of CSR Management "Synergy: Rising Together" to Increase SMEs Literacy JKG (Jurnal Komunikasi Global) corporate social responsibility evaluasi program pengembangan umkm, pemulihan pasca-covid public relations strategy post-covid recovery program evaluation smes development strategi hubungan masyarakat tanggung jawab sosial perusahaan, |
| title | Evaluation of CSR Management "Synergy: Rising Together" to Increase SMEs Literacy |
| title_full | Evaluation of CSR Management "Synergy: Rising Together" to Increase SMEs Literacy |
| title_fullStr | Evaluation of CSR Management "Synergy: Rising Together" to Increase SMEs Literacy |
| title_full_unstemmed | Evaluation of CSR Management "Synergy: Rising Together" to Increase SMEs Literacy |
| title_short | Evaluation of CSR Management "Synergy: Rising Together" to Increase SMEs Literacy |
| title_sort | evaluation of csr management synergy rising together to increase smes literacy |
| topic | corporate social responsibility evaluasi program pengembangan umkm, pemulihan pasca-covid public relations strategy post-covid recovery program evaluation smes development strategi hubungan masyarakat tanggung jawab sosial perusahaan, |
| url | https://jurnal.usk.ac.id/JKG/article/view/41606 |
| work_keys_str_mv | AT muhammadhafiznurulhaqqi evaluationofcsrmanagementsynergyrisingtogethertoincreasesmesliteracy |