Partnership Model As A Form Of Corporate Social Responsibility (CSR) In Support Of The Economic Sector Development In Indonesia. Case Study: Business And Society as Partners Of Small And Medium Enterprises (MSMEs)
Yani Hendrayani, Siti Maryam
Universitas Pembangunan Nasional "Veteran" Jakarta, Indonesia
yanihendrayani[at]upnvj.ac.id
sitimaryam[at]upnvj.ac.id
Abstract
Yani Hendrayani is a senior lecturer of Public Relations in Universitas Pembangunan Nasional “Veteran” Jakarta. She has taught numbers of public relations course for over the years, such as public relations management, community relations and CSR course. Her areas of interest are based on communication for sustainable development, CSR research, and partnership studies for development. She is one of the founders and directors of The Malaysia-Indonesia Nusantara Research Centre for CSR. Her Ph.D degree was achieved in 2017 with specialize in Development Communication from Universiti Sains Malaysia. She is a member of several professional organizations including the Indonesia communications association (ISKI). Siti Maryam is a senior lecturer of Communication Departement in Universitas Pembangunan Nasional “Veteran” Jakarta. She already taught numbers of communication studies for over the years, such as communication development, research methodology, and other communication studies. Her areas of interests in research are based on communication case studies, study of communication development. This study examined the Partnership Program as a Corporate Social Responsibility (CSR) with fostered partners of small and medium enterprises (MSMEs). The purpose of this study is to refine a CSR partnership model for the development of MSMEs in Indonesia. This is a case study at CSR PT. Jasa Marga (Persero), Tbk and their fostered partners of small and medium enterprises (MSMEs). Data was collected through interviews with 3 selected respondents to represent the PT. Jasa Marga (Persero) Tbk and 10 respondents were taken as participants of the focus group discussion (FGD) representing the society of fostered partners. The results of the analysis of supporting factors include mutual respect, transparency, good and trustworthy communication, shared benefits to those involved, and having a commitment in a consistent manner from both parties. The inhibiting factor in this partnership is the existence of obstacles in the form of miscommunication from the concept of MSME development partnerships. The result of this study is to find a model of CSR partnership with MSME to supporting the development of the economic sector in Indonesia.
Keywords: Partnership, Corporate Social Responsibility, Fostered Partners, Small and Medium Enterprises (MSMEs)
Topic: Suistainable Business Development