Efektivitas Strategi Komunikasi CSR dan Partisipasi Masyarakat dalam Mendorong Keberhasilan Program Pepeling Cisangku (Kasus: Desa Malasari, Kabupaten Bogor)

Abstract

TANIA FIZHIKRI AMIARTI. Evaluasi Keberhasilan Program Pepeling Cisangku Berdasarkan Pengaruh Strategi Komunikasi terhadap Partisipasi Masyarakat (Kasus: Kampung Cisangku, Desa Malasari, Kecamatan Nanggung, Kabupaten Bogor). Dibimbing oleh SITI AMANAH.

Penelitian ini bertujuan mengevaluasi keberhasilan Program Pepeling Cisangku berdasarkan model Context, Input, Process, Product (CIPP), serta menganalisis pengaruh strategi komunikasi CSR dan partisipasi masyarakat terhadap keberhasilan program. Penelitian menggunakan pendekatan kuantitatif yang didukung data kualitatif. Data dikumpulkan melalui kuesioner kepada 31 penerima manfaat, wawancara mendalam, observasi, dan dokumentasi, kemudian dianalisis menggunakan analisis deskriptif dan regresi linear berganda. Hasil penelitian menunjukkan bahwa strategi komunikasi CSR, partisipasi masyarakat, dan keberhasilan program berdasarkan model CIPP berada pada kategori tinggi. Hasil regresi menunjukkan bahwa strategi komunikasi CSR tidak berpengaruh signifikan terhadap keberhasilan program, sedangkan partisipasi masyarakat berpengaruh positif dan signifikan. Temuan ini menunjukkan bahwa keberhasilan Program Pepeling Cisangku lebih dipengaruhi oleh keterlibatan aktif masyarakat dibandingkan strategi komunikasi CSR.

TANIA FIZHIKRI AMIARTI. The Effectiveness of CSR Communication Strategy and Community Participation in Promoting the Success of the Pepeling Cisangku Program (Case Study: Kampung Cisangku, Malasari Village, Nanggung Sub-district, Bogor Regency). Supervised by SITI AMANAH.

This study aims to evaluate the success of the Pepeling Cisangku Program based on the Context, Input, Process, Product (CIPP) model, as well as analyze the influence of CSR communication strategies and community participation on the success of the program. The research uses a quantitative approach supported by qualitative data. Data were collected through questionnaires to 31 beneficiaries, in-depth interviews, observations, and documentation, then analyzed using descriptive analysis and multiple linear regression. The results of the study show that CSR communication strategies, community participation, and program success based on the CIPP model are in the high category. The regression results showed that CSR communication strategies did not have a significant effect on the success of the program, while community participation had a positive and significant effect. These findings show that the success of the Pepeling Cisangku Program is more influenced by active community involvement than CSR communication strategies.