MEASURING EFFECTIVENESS OF CSR PROGRAM CASE OF SAMPOERNA’S DESA WISATA PROJECT

• Main Author: Haekal, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72707
• Institution: Institut Teknologi Bandung

CSR is a notion that shares many of the same fundamental ideas about how businesses should behave in order to meet their obligations to stakeholders and to retain their own profit. PT HM Sampoerna (HMS) developed the Desa Wisata program as one of their CSR initiatives in order to uphold their corporate responsibility. The primary goal of the Desa Wisata program is to transform a village's potential as a tourist destination into a legitimate tourist destination. However, the program also focuses on community building, establishing small and medium enterprises, and social education. The Desa Wisata initiative has enormous potential to address a variety of economic issues in priority areas and also advance society. As a result, Sampoerna has a crucial role in evaluating the program's effectiveness using a variety of techniques, including quantitative analysis and the triple bottom line theory (planet, profit, and people). The results of this study demonstrate that Desa Wisata is successful in influencing society by focusing on education, the environment, and the economy. Sampoerna must still specify how they will measure their program's effectiveness, though, in order to make it better and have a greater positive impact on society.