IMPLEMENTASI KEGIATAN CSR PADA PROGRAM “BULOG PEDULI UMKM” PERUM BULOG DALAM MENINGKATKAN CITRA PERUSAHAAN

Abstract

Corporate Social Responsibility (CSR) telah menjadi landasan strategis bagi perusahaan untuk membangun citra positif dan kredibilitas di mata publik. Konsep ini mencerminkan komitmen perusahaan terhadap pembangunan berkelanjutan dan peningkatan kualitas hidup komunitas di luar tujuan bisnis semata. Penelitian ini menganalisis implementasi program CSR "Bulog Peduli UMKM" oleh Perum Bulog di Semarang, Jawa Tengah dalam meningkatkan citra perusahaan. Analisis implementasi program Bulog Peduli UMKM mengacu pada 4 tahapan CSR: perencanaan, implementasi dan pendampingan, serta evaluasi dan pelaporan. Metode penelitian deskriptif kualitatif digunakan dengan teknik pengumpulan data wawancara mendalam, observasi, dan studi pustaka. Hasil penelitian menunjukkan bahwa Perum Bulog bekerja sama dengan menunjuk Dinas Koperasi, Usaha Mikro, Perindustrian, dan Perdagangan Kabupaten Semarang, telah melaksanakan tahapan CSR secara efektif. Tahap perencanaan meliputi Awareness Building, CSR Assessment melalui social mapping, dan CSR Manual Building. Tahap pelaksanaan mencakup sosialisasi dan penyaluran bantuan modal usaha berupa fasilitas Rumah Pangan Kita (RPK) kepada UMKM. Tahap evaluasi meliputi monitoring dan penilaian efektivitas program serta tahap pelaporan Implementasi CSR ini memiliki dampak substansial dalam membangun serta menjaga citra perusahaan. Masyarakat penerima manfaat memberikan kesan dan penilaian positif bahwa Perum Bulog berkontribusi signifikan dalam peningkatan kesejahteraan ekonomi UMKM.

Corporate Social Responsibility (CSR) has become a strategic foundation for companies to build a positive image and credibility in the eyes of the public. This concept reflects the company’s commitment to sustainable development and improving community quality of life beyond mere business objectives. This study analyzes the implementation of the CSR program “Bulog Peduli UMKM” by Perum Bulog in Semarang, Central Java, and its impact on the company’s image. This program specifically contributes to Sustainable Development Goal (SDG) 8: Decent Work and Economic Growth. The analysis refers to CSR stages: planning, implementation and assistance, as well as evaluation and reporting. This research uses a descriptive qualitative method, with data collected through in-depth interviews, observations, and literature study. The results show that Perum Bulog, in collaboration with the Department of Cooperatives, Micro Enterprises, Industry, and Trade of Semarang Regency, has effectively implemented these CSR stages. The planning stage includes awareness building, CSR assessment through social mapping, and CSR manual development. The implementation stage covers socialization and the distribution of business capital assistance, along with providing Rumah Pangan Kita (RPK) facilities to MSMEs. The evaluation stage involves monitoring and assessing program effectiveness, while the reporting stage is conducted through the preparation of an annual report. This CSR implementation has had a substantial impact in building and maintaining the company’s image and credibility. Beneficiary communities expressed positive impressions and assessments, acknowledging that Perum Bulog has made a significant contribution to improving the economic welfare of MSMEs. This reinforces Perum Bulog’s image and credibility as a company that cares about social responsibility.