ANALISIS PENERAPAN CORPORATE SOCIAL RESPONSIBILITY SEBAGAI STRATEGI GOOD COORPORATE GOVERNANCE PADA PT PELINDO MARINE SERVICE SURABAYA

LAJAR, KRISTINA ELISABETH (2025) ANALISIS PENERAPAN CORPORATE SOCIAL RESPONSIBILITY SEBAGAI STRATEGI GOOD COORPORATE GOVERNANCE PADA PT PELINDO MARINE SERVICE SURABAYA. S1 thesis, Universitas Kristen Indonesia.

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Abstract

ABSTRAK PT Pelindo Marine Service merupakan anak perusahaan PT Pelabuhan Indonesia yang bergerak di bidang maritim dengan fokus layanan kapal pandu, tunda, serta pemeliharaan dan perbaikan kapal. Sebagai BUMN, PMS wajib menerapkan GCG sesuai regulasi Kementerian BUMN. Humas PMS menerjemahkan prinsip tanggung jawab dengan melakukan program CSR. Penelitian ini dilakukan dengan wawancara mendalam terhadap Humas PMS untuk menganalisis strategi yang dijalankan terhadap CSR dari ketiga lokasi CSR yang berbeda, yakni SIROLAN, Batik Dolly dan sumber air Madura. Humas menurut Rex Harlow dalam Ruslan sebagai suatu fungsi manajemen yang memiliki dasar kuat dalam memelihara hubungan dan ikut mendukung dalam pemahaman dalam perusahaan dan masyarakat. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan konsep Humas sebagai pengeksekusi program CSR. Hasil penelitian menunjukkan PMS melaksanakan CSR sesuai regulasi Kementerian BUMN dengan fokus pada tiga aspek: pendidikan, UMKM, dan lingkungan. Strategi Humas dalam menjalankan CSR menggunakan pendekatan inovatif dengan memilih lokasi jauh dari pusat operasional, namun tetap mempertimbangkan pendekatan konvensional di sekitar area perusahaan. PMS menerapkan strategi timbal balik dengan masyarakat untuk mencapai tujuan memanfaatkan hubungan CSR guna mendukung keberlanjutan perusahaan. Melalui program CSR ini, PMS tidak hanya memenuhi tanggung jawab sosialnya tetapi juga membangun citra positif perusahaan di mata masyarakat. Strategi ini terbukti efektif dalam menciptakan hubungan harmonis antara perusahaan dan komunitas lokal yang pada akhirnya berkontribusi pada pencapaian tujuan bisnis jangka panjang. Kata kunci: Good Corporate Governance, Corporate Social Responsibility, Hubungan Masyarakat, PT Pelindo Marine Service / ABSTRACT PT Pelindo Marine Service is a subsidiary of PT Pelabuhan Indonesia operating in the maritime sector with a focus on pilot and tugboat services, as well as ship maintenance and repair facilities. As a state-owned enterprise (SOE), PMS is required to implement Good Corporate Governance (GCG) in accordance with the Ministry of SOEs regulations. The Public Relations department of PMS translates the principle of responsibility by conducting CSR programs. This research was conducted through in-depth interviews with PMS Public Relations to analyze the strategies implemented for CSR across three different CSR locations, namely SIROLAN, Batik Dolly, and Sumber Air Madura. Public Relations, according to Rex Harlow in Ruslan, is defined as a management function that has a strong foundation in maintaining relationships and supporting understanding between companies and society. This research uses a descriptive qualitative approach with the concept of Public Relations as the executor of CSR programs. The research results show that PMS implements CSR in accordance with Ministry of SOEs regulations with a focus on three aspects: education, SMEs, and environment. The Public Relations strategy in implementing CSR uses an innovative approach by selecting locations far from operational centers, while still considering conventional approaches around company areas. PMS implements a reciprocal strategy with the community to achieve the goal of utilizing CSR relationships to support company sustainability. Through these CSR programs, PMS not only fulfills its social responsibility but also builds a positive corporate image in the eyes of society. This strategy has proven effective in creating harmonious relationships between the company and local communities, ultimately contributing to the achievement of long-term business objectives. Kata kunci: Good Corporate Governance, Corporate Social Responsibility, public Relations, PT Pelindo Marine Service

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