MEASURE THE EFFECTIVENESS OF CSR PROGRAM GERAK BERSEMI AT PT KALTIM PRIMA COAL

• Main Author: Ramadhan, Mohamad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/86559
• Institution: Institut Teknologi Bandung

This study aims to measure the effectiveness of the Corporate Social Responsibility (CSR) program "Gerak Bersemi" implemented by PT Kaltim Prima Coal (KPC) in Kutai Timur Regency. The main problem faced by this area is ineffective waste management, as seen from the piles of garbage along the roadsides and empty lots. According to data, around 48% of the total waste generated comes from household waste, while the local budget and human resources in the waste management sector are very limited. Kutai Timur Regency has abundant natural resources and culture, but has not been optimized to support the local economy. In this context, PT KPC is committed to giving special attention to environmental development and preservation efforts. Through the "Gerak Bersemi" program, KPC aims to address the waste problem by involving community participation in managing household waste based on the 3R principles (Reduce, Reuse, and Recycle). This program not only focuses on reducing waste volume, but also aims to increase awareness and community involvement in maintaining environmental cleanliness. This research uses a qualitative method with a case study approach to analyze the implementation of the "Gerak Bersemi" program. Data were collected through in-depth interviews, observations, and document studies. The research results show that this program has successfully increased community participation in waste management, although there are still challenges in terms of program consistency and sustainability. In this context, media analysis becomes very important. Media, whether through traditional news channels or online media platforms, play a significant role in shaping public opinion and reinforcing the voices of external parties such as community members, non-governmental organizations (NGOs), or critics. By conducting media sentiment analysis, organizations can gain insights into how their CSR programs are perceived, whether positively or negatively. The findings of this research are expected to provide recommendations for PT KPC and the local government in formulating more effective strategies for waste management in Kutai Timur Regency. Thus, the CSR program "Gerak Bersemi" not only serves as a company initiative, but also as a model for collaboration between the private sector and the community in creating a cleaner and healthier environment.