UNDERSTANDING THE DIFFERENCE IN RECIPIENTS' PERCEPTION ON CORPORATE SOCIAL RESPONSIBILITY PROGRAM IN EDUCATION CONDUCTED BY PT KALBE FARMA TBK

• Main Author: Yolanda, Michelle
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/38648
• Institution: Institut Teknologi Bandung

Company spends hundreds of millions dollars for executing Corporate Social Responsibilty as form of investment to grow and sustain in the society. PT Kalbe Farma Tbk, established since 1966, is the leading healthcare provider in Indonesia. In 2017, PT Kalbe Farma Tbk is honored as the best CSR programs that contribute longterm benefits. The basis of its CSR activities are “triple bottom line: People – Planet – Profit”. In 2005, the scholarship program was well known as one of the most favorite scholarship in national news. A preliminary study conducted in 2018 toward several recipients of education scholarship shows there are differences of perceptions regarding the expected and the gained education scholarships. This research examined the different of perception between company and beneficiaries in regards of the education CSR. Perspective of beneficiaries comes from perception and ways of company creating CSR that based on company vision and mission, not research study. This research is conducted by utilizing qualitative approach, specifically in ethnography method. Interview toward three key main sources in 2019 at PT Kalbe Farma Tbk main Office, Jakarta, along with triangulation for validation is deployed. Result shows that recipients admitted cash support is useful, yet cash is not the only expectation coming from recipients and far from expectancy. Further than that, recipients believe that benefits namely mentoring, workshop, until career assistance are far more advantageous rather than money. CSR is an accurate strategy to perform responsibility to environment, society, government; competitive advantages, legitimacy. This shows organization requires CSR as one of the core strategies to sustain. The real beneficial CSR should not longer seen as cost center, but seen as a tool toward profit center. Overall findings suggest PT Kalbe Farma to repair the program and make suitable decision in the future.