Implementasi dan Pemanfaatan Komunikasi Digital dalam Program Desa Berdaya oleh CSR PT PLN Corporate university.

Abstract

Persaingan bisnis tidak lagi hanya berorientasi pada keuntungan ekonomi. Perusahaan dituntut memperhatikan aspek sosial dan lingkungan. CSR menjadi bagian dari strategi perusahaan untuk membangun reputasi, kepercayaan publik, dan keberlanjutan organisasi. Implementasi CSR membutuhkan proses yang terencana, terorganisasi, dilaksanakan, dan diawasi dengan baik. Keberhasilan program CSR sangat dipengaruhi oleh kualitas manajerial dalam implementasinya. Perkembangan teknologi mengubah cara perusahaan berkomunikasi dengan stakeholder. Komunikasi digital digunakan sebagai instrumen untuk publikasi, transparansi, dan membangun keterlibatan masyarakat. Media digital menjadi instrumen penting dalam pelaksanaan CSR. Fenomena keberhasilan Corporate Social Responsibility (CSR) PT PLN Corporate University meraih CSR Nusantara Awards 2025, Mendorong penelitian ini untuk menjelaskan mengenai implementasi Program Desa Berdaya serta pemanfaatan komunikasi digital dalam pelaksanaan program. Penelitian ini menggunakan metode kualitatif dan pendekatan studi kasus dengan analisis data model interaktif Miles, Huberman, dan Saldana yang meliputi pengumpulan data, penyajian data, dan penarikan kesimpulan. Penelitian ini berlandaskan teori POAC Principles of Management George R. Terry dan teori Stakeholder R. Edward Freeman Hasil penelitian mengungkap bahwa implementasi Program Desa Berdaya berjalan melalui tahapan perencanaan, pengorganisasian, pelaksanaan, dan pengawasan yang selaras dengan konsep POAC George R. Terry. Program juga mengadopsi pendekatan Asset-Based Community Development (ABCD) melalui Pelatihan Manajemen Organisasi, Wirausaha dan Pendidikan Vokasi. Pemanfaatan komunikasi digital juga diwujudkan untuk mendukung keberhasilan program melalui media relation, pengembangan digital content, dan pengelolaan media sosial desa dengan yang stakeholder theory dengan melibatkan perusahaan, media, mitra pelaksana, dan masyarakat desa. Temuan penelitian menegaskan bahwa implementasi program juga pemanfaatan komunikasi digital mendukung pencapaian CSR PT PLN Corporate University pada pemberdayaan masyarakat berkelanjutan serta peraih CSR Nusantara Awards 2025.

Business competition is no longer driven solely by the pursuit of economic profit. Companies are increasingly expected to fulfill their social and environmental responsibilities. Consequently, Corporate Social Responsibility (CSR) has become an integral component of corporate strategy to enhance organizational reputation, strengthen public trust, and promote long-term sustainability. Effective CSR implementation requires systematic planning, organizing, execution, and monitoring, while its success largely depends on the quality of managerial practices. Furthermore, the advancement of digital technology has transformed the way organizations communicate with stakeholders. Digital communication has emerged as a strategic instrument for information dissemination, transparency, and stakeholder engagement, making it an essential element of contemporary CSR implementation. The achievement of PT PLN Corporate University in receiving CSR Nusantara Awards 2025 motivated this study to examine the implementation of the Desa Berdaya Program and to analyze the utilization of digital communication in supporting its implementation. This research employed a qualitative method with a case study approach. Data were analyzed using the interactive model developed by Miles, Huberman, and Saldaña, which consists of data collection, data condensation, data display, and conclusion drawing. The study was guided by George R. Terry’s Principles of Management (POAC) and R. Edward Freeman’s Stakeholder Theory. The findings indicate that the implementation of the Desa Berdaya Program follows the four managerial functions of planning, organizing, actuating, and controlling, in accordance with George R. Terry’s POAC framework. The program also adopts the Asset-Based Community Development (ABCD) approach through organizational management training, entrepreneurship development, and vocational education initiatives. In addition, digital communication plays a strategic role in supporting program implementation through media relations, digital content development, and the management of village social media platforms. These communication activities facilitate collaboration among key stakeholders, including the company, media organizations, implementing partners, and local communities, reflecting the principles of Stakeholder Theory. The study concludes that the effective implementation of the Desa Berdaya Program, supported by the strategic utilization of digital communication, contributes to sustainable community empowerment while strengthening the CSR performance of PT PLN Corporate University, as demonstrated by its recognition at the 2025 CSR Nusantara Awards.