Analisis Implementasi Program Corporate Social Responsibility PT Japfa Comfeed Tbk Terhadap Pengembangan Generasi Muda Melalui Olahraga

Abstract

Rendahnya keterlibatan perusahaan dalam menjalankan program Corporate Social Responsibility berbasis pengembangan generasi muda melalui olahraga menjadi isu penting, di tengah penurunan partisipasi dan kebugaran jasmani generasi muda. Penelitian ini bertujuan untuk mengidentifikasi model implementasi, menganalisis dampak, dan mengevaluasi program CSR PT Japfa terhadap Tim Bola Voli Pelita Gemilang. Metode penelitian menggunakan pendekatan kualitatif deskriptif dengan studi kasus, serta didukung oleh analisis Importance Performance Analysis (IPA). Hasil penelitian menunjukkan bahwa model implementasi kemitraan perusahaan dengan komunitas lokal efektif meningkatkan partisipasi olahraga, karakter, dan prestasi atlet muda. Evaluasi IPA menunjukkan nilai rata-rata kepentingan 4,56 dan kinerja 4,59, mayoritas atribut berada pada kuadran II (9 atribut), kuadaran I (3 atribut) dan kuadran III (8 atribut) sedangkan kuadran IV tidak ada. program dinilai berjalan optimal dan berdampak nyata. Perusahaan perlu memperbaiki model implementasi dengan lebih melibatkan stakeholder lokal, memprioritaskan olahraga sebagai program CSR serta menyusun roadmap jangka panjang untuk konsistensi dan keberlanjutan program.

The limited engagement of companies in the implementation of Corporate Social Responsibility programmes that are predicated on youth development through sporting activities constitutes a salient issue, particularly in the context of the diminution in participation and physical fitness of the younger generation. The present to identify the implementation model, analyse the impact, and evaluate PT Japfa's CSR programme. The research method employs a descriptive qualitative, underpinned by Importance Performance Analysis (IPA) analysis. the implementation model of the company's partnership with local communities was effective in increasing sports participation, character, and achievement of young athletes. The results of the IPA evaluation indicate an average importance value of 4.56 and a performance value of 4.59. The majority of attributes in quadrant II (9 attributes), quadrant I (3 attributes) and quadrant III (8 attributes), with quadrant IV being non-existent. The company must enhance its implementation model by engaging more local stakeholders, prioritising sports as a CSR programme and developing a long-term roadmap for programme sustainability and consistency.