Rekonstruksi Citra PT CIMB Niaga Tbk melalui Program CSR Beasiswa (Studi pada Penerima Beasiswa Periode 2023-2025)

Anisa Razak Khairina, Sri Astuty

Abstract


Program Corporate Social Responsibility (CSR) merupakan instrumen strategis untuk membangun citra perusahaan, namun efektivitasnya sangat bergantung pada persepsi penerima manfaat. Penelitian ini bertujuan mengisi kesenjangan pemahaman mengenai bagaimana program CSR beasiswa merekonstruksi citra korporasi melalui pengalaman langsung penerimanya. Penelitian ini menggunakan pendekatan kualitatif dengan tradisi fenomenologi sosial Alfred Schutz untuk memahami proses konstruksi makna. Data dikumpulkan melalui wawancara mendalam, observasi partisipatif, dan studi dokumen dengan tiga penerima Beasiswa CIMB Niaga periode 2023-2025 sebagai informan kunci. Hasil penelitian menunjukkan bahwa program CSR berhasil mentransformasi persepsi awal penerima yang terfragmentasi (mulai dari skeptis hingga prestisius) menjadi sebuah citra akhir yang positif dan multi-aspek. Pengalaman langsung (lived experience) dalam program, seperti pelatihan berkualitas dan keterlibatan mendalam, menjadi katalisator utama dalam merekonstruksi citra perusahaan menjadi sebuah persepsi yang kredibel, profesional, dan menunjukkan komitmen tulus pada pengembangan talenta. Disimpulkan bahwa program beasiswa ini berfungsi sebagai mekanisme strategis yang secara aktif merekonstruksi citra positif perusahaan melalui pensinyalan kredibilitas, pembangunan legitimasi, dan penciptaan pertukaran sosial yang menumbuhkan loyalitas.


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