Dr. Reevany (USM), Yanie Hendrayani, M.Si (Malindo) and Hersinta, M.Si (LPPM) representing each party to sign the research collaboration agreement.
CONDUCTED BY
LSPR JAKARTA
MALINDO RESEARCH CENTRE
UNIVERSITI SAINS MALAYSIA (USM)
May 2016
The Emerging of CSR Concept and Its Implementation in Indonesia
Previous literature stated that Indonesia was still in the lowest rank Corporate Social Responsibility (CSR) implementation compared to 7 other countries in Asia. But on the other side, data also showed that the amount and qualities of CSR activities in Indonesia experienced significant growth and variety in concept and implementation.
Indonesia was the first country in the world that regulates the activities of CSR in the form of the Corporate Law (Undang-Undang Perseroan Terbatas) which was passed on July 20, 2007, (Kartini, 2007). Furthermore, it was regulated in Government Regulation No. 47/2012, which is still causing debate about its implementation in Indonesia
The research was conducted as a collaboration project between Sekolah Tinggi Ilmu Komunikasi The London School of Public Relations Jakarta (LSPR Jakarta), Malindo (Malaysia-Indonesia) Nusantara Research Center and Universiti Sains Malaysia (USM), during the period of 7 months (November 2015-May 2016).
The purpose of this research is to explore more on perception from CEO or company’s leader toward the concept and implementation of CSR, including their understanding on the 8 (eight) dimensions related to CSR: the importance of stakeholder’s role, regulation and constrain. This research used quantitative approach by distributing questionnaire to 114 respondents, including company’s owner/leader, CEO and manager in Jakarta and West Java area, whose age range is between 20-40 years old. The categories also included CEO/owners who are member of entrepreneurship organizations such as HIPMI and TDA, and also non-member. Open-ended questions and interviews also conducted to support the research by using qualitative data.
The questionnaire contains 70 statements and 3 open-ended questions regarding the eight dimensions related to CSR activities as measurement on respondents perception, including: 1. Understanding and regulations; 2. Community/environmental (stakeholders); 3. Government (stakeholders); 4. Academics/consultants/NGO (stakeholders); 5. Employees (stakeholders); 6. Market (stakeholders); 7. Policy; and 8. Constraints /Obstacles of CSR implementations.
Constraints and Obstacles in the Implementation of CSR Activities
The results showed that despite the perception of a company leader toward the seven dimensions related to the implementation of CSR activities are positive, respondents still viewed the obstacles in the implementation of CSR activities as significant issues.
Obstacles still commonly found in the practice of CSR activities which covered issues in the area of cost, human resources competencies, distribution of activities and difficulties of determining the target, the need of conducting various forms of activity, to the problems of regulation, lack of partnership, and socialization of CSR activities.Respondents also stated difficulties in getting permit on conducting CSR activities and experiencing with persons who commit extortion in the field as some of the problems existed.
However, respondents considered CSR activities have a positive impact on the company, so they are willing to commit or welcomes the initiative for CSR activities.
In addition, the role of the company’s leader is considered to be strategical andholds a critical role in the implementation of CSR, because it has the authority to control and evaluate the CSR activities that are effective in accordance with the needs of companies, as well as stakeholders such as governments and society.
Looking at the results, we recommend to explore more in-depthanalysis at the factors that are still viewed as constraints in the implementation of CSR activities in Indonesia, such as cost, human resource competencies and how to determine target respondents and the concept of activities in accordance with the needs of stakeholders and the company. Efforts in socialization and education on understanding the regulations and procedures of the CSR activities also need to be run more consistently, as well as increasing the efforts to develop more partnerships with the company’s stakeholders such as governments, NGOs, academia and the public.
Keyword: CSR, Corporate Social Responsibility, entrepreneur, CEO, Indonesia
EXECUTIVE SUMMARY
PERSEPSI PEMIMPIN PERUSAHAAN TERHADAP TANGGUNGJAWAB SOSIAL (CORPORATE SOCIAL RESPONSIBILITY/CSR) DI INDONESIA
DISUSUN OLEH:
TIM RISET LSPR JAKARTA
MALINDO RESEARCH CENTRE
UNIVERSITI SAINS MALAYSIA (USM)
Mei 2016
Perkembangan CSR dan Implementasinya di Indonesia
Temuan data sebelumnya menunjukkan bahwa Indonesia masih berada di peringkat terbawah dalam pelaksanaan tanggung jawab sosial perusahaan (Corporate Social Responsibility, atau CSR) di 7 negara Asia (Chamber, 2002). Namun di sisi lain, data menunjukkan bahwa kuantitas dan kualitas aktivitas CSR di Indonesia mengalami peningkatan dan keragaman.
Hal lain yang menjadi fokus dalam penelitian ini terutama ketika Indonesia negara pertama di dunia yang mengatur kegiatan CSR dalam bentuk Undang-Undang Perusahaan atau Perseroan Terbatas dengan singkatannya UU PT yang disahkan padatanggal 20 Juli 2007, (Kartini, 2007). Kemudian secara teknis diatur dalam PeraturanPemerintah Nomor 47/2012,yang masih menimbulkan perdebatan mengenai implementasinya di Indonesia.
Penelitian yang merupakan kolaborasi antara Sekolah Tinggi Ilmu Komunikasi The London School of Public Relations Jakarta (LSPR Jakarta) dengan Malindo (Malaysia-Indonesia) Nusantara Research Center dan Universiti Sains Malaysia (USM)ini,bertujuan untuk melihat bagaimana persepsi atau pandangan pimpinan perusahaan di Indonesia terhadap konsep dan pelaksanaan CSR, termasuk pemahaman mereka terhadap peran stakeholder, kebijakan serta hambatan dalam implementasi CSR dalam perusahaan.
Proses penelitian berlangsung sejak Desember 2015, dengan melibatkan 114 responden yang sebagian besar di berlokasi di Jabodetabek dan Jawa Barat, dilakukan adalah dengan metode kuantitatif, dalam bentuk survey dengan menyebarkan kuesioner. Distribusi kuesioner dilakukan secara tatap muka maupun online, ke kalangan pimpinan perusahaan yang tergabung dalam organisasi/komunitas maupun pengusaha independen, yang berada pada kategori usia muda, yaitu di rentang usia 20-40 tahun.
Kuesioner memuat 70 pernyataan tertutup dan 3 pertanyaan terbuka mengenai 8 dimensi terkait dengan kegiatan CSR diajukan ke responden, meliputi: 1. Pemahaman dan regulasi; 2. Stakeholder masyarakat/lingkungan; 3. Stakeholder pemerintah; 4. Stakeholder akademisi/konsultan/LSM; 5. Stakeholder karyawan; 6. Stakeholder pasar; 7. Kebijakan; serta 8. Kendala/Hambatan.
Masih Terdapat Kendala dalam Pelaksanaan Kegiatan CSR
Hasil penelitian menunjukkan bahwa meskipun persepsi pemimpin perusahaan terhadap ketujuh dimensi terkait dengan pelaksanaan kegiatan CSR berada pada kategori tinggi atau positif, namun responden masih melihat adanya kendala dalam pelaksanaan kegiatan CSR.
Kendala yang masih banyak ditemui di lapangan dalam pelaksanaan kegiatan CSR adalah masalah biaya, SDM yang kompeten, distribusi kegiatan serta penentuan target, bentuk kegiatan, masalah perizinan dan regulasi, kurangnya kemitraan (partnership), sosialisasi kegiatan, pemahaman mengenai pelaksanaan dan evaluasi di lapangan, serta masih banyak ditemui oknum yang melakukan pungutan liar di lapangan.
Namun, responden menganggap kegiatan CSR merupakan aktivitas yang berdampak positif pada perusahaan, sehingga responden akan melakukan atau menyambut baik inisiatif untuk kegiatanCSR.
Selain itu, peran pemimpin perusahaan merupakan dianggap penting dan strategis dalam pelaksanaan CSR, karena memiliki otoritas untuk mengontrol dan mengevaluasi kegiatan CSR agar tepat sasaran sesuai dengan kebutuhan perusahaan, maupun stakeholder seperti pemerintah dan masyarakat.
Untuk kedepannya, rekomendasi yang dapat diberikan adalah mencermati faktor-faktor yang masih menjadi kendala di lapangan dalam pelaksanaan kegiatan CSR, seperti masalah biaya, SDM yang kompeten, penentuan target, dan bentuk kegiatan yang sesuai dengan kebutuhan stakeholder dan perusahaan. Upaya sosialisasi dan edukasi mengenai pemahaman, regulasi serta tata cara pelaksanaan kegiatan CSR juga perlu dijalankan secara lebih konsisten, serta peningkatkan upayauntuk mengembangkan kemitraan (partnership) dengan stakeholder perusahaan seperti pemerintah, LSM, akademisi serta masyarakat.
Gambar 1
Rangkuman Hasil Penelitian
