PENERAPAN PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) MELALUI LEMBAGA FILANTROPI MEDIA DI INDONESIA

Abstract

Hadirnya lembaga filantropi di Indonesia merupakan sebuah bentuk tanggung jawab perusahaan terhadap peningkatan kesejahteraan masyarakat. Lembaga filantropi yang didirikan oleh perusahaan media berperan dalam pengelolaan dana dari masyarakat untuk masyarakat yang lebih membutuhkan, seperti korban bencana alam, sosial, maupun kemanusiaan. Penulisan artikel ini menggunakan pendekatan kualitatif dengan metode deskriptif, dimana penulis menjelaskan penerapan kegiatan Corporate Social Responsibility (CSR) yang dilakukan oleh perusahaan media di Indonesia melalui pendirian lembaga filantropi. Lembaga filantropi media yang dibahas meliputi Yayasan Dana Kemanusiaan Kompas (DKK), MNC Peduli, dan Yayasan Pundi Amal Peduli Kasih (YPP). Penerapan kegiatan CSR tersebut membantu masyarakat prasejahtera melalui bantuan uang, barang, maupun tenaga relawan. Namun, sebaiknya hasil pengumpulan dana tidak hanya sekadar bantuan sementara, melainkan harus dilakukan pemberdayaan bagi masyarakat prasejahtera.  The presence of philanthropic institutions in Indonesia is a form of corporate responsibility towards improving people's welfare. Philanthropic institutions established by media companies play a role in managing funds from the community for people who are in greater need, such as victims of natural, social and humanitarian disasters. The writing of this article uses a descriptive approach, where the author explains the implementation of Corporate Social Responsibility (CSR) activities carried out by media companies in Indonesia through the establishment of philanthropic institutions. The philanthropic media organizations discussed included the Kompas Humanitarian Fund Foundation (DKK), MNC Peduli, and the Pundi Amal Peduli Kasih Foundation (YPP). The implementation of these CSR activities helps underprivileged communities through financial assistance, goods, and volunteers. However, it is better if the results of the collection of funds do not only provide temporary assistance, but also empower the underprivileged communities.