Model Community Relations Program Konservasi Agro Forestri Kopi Berbasis Community Development CSR PT. Tirta Investama Pandaan

Ahwan, Zainul

Journal of Communication Research
Vol. 1 No. 2 (2025): October

Penelitian ini mengkaji peran program Corporate Social Responsibility (CSR) sebagai strategi community relations dalam upaya konservasi lingkungan yang dilaksanakan oleh PT. Tirta Investama Pandaan (Danone-Aqua) di wilayah Prigen, Kabupaten Pasuruan. Program CSR ini mengadopsi pendekatan berbasis partisipasi masyarakat dengan model agroforestri kopi. Penelitian ini menggunakan pendekatan studi kasus kualitatif untuk mengeksplorasi dinamika hubungan antara perusahaan dan masyarakat, termasuk tantangan sosial seperti resistensi terhadap program, serta strategi komunikasi yang digunakan perusahaan untuk membangun kembali kepercayaan masyarakat. Hasil penelitian menunjukkan bahwa hubungan antara perusahaan dan masyarakat tidak selalu berjalan mulus, terutama pada tahap awal implementasi. Namun, melalui transformasi strategi komunikasi yang lebih dialogis dan partisipatif, perusahaan berhasil membangun hubungan yang lebih setara, kolaboratif, dan berkelanjutan. Program CSR ini tidak hanya memperkuat citra dan legitimasi sosial perusahaan, tetapi juga berkontribusi pada pemberdayaan ekonomi lokal, pelestarian lingkungan, dan penguatan jejaring kemitraan multipihak. Temuan ini menggarisbawahi bahwa keberhasilan community relations dalam konteks CSR sangat bergantung pada sensitivitas terhadap konteks sosial lokal, kemampuan untuk membangun komunikasi lintas aktor, serta komitmen jangka panjang terhadap keberlanjutan hubungan sosial dan ekologis. This study examines the role of Corporate Social Responsibility (CSR) programs as a community relations strategy in environmental conservation efforts conducted by PT. Tirta Investama Pandaan (Danone-Aqua) in the Prigen area, Pasuruan Regency. The CSR program is implemented through a community-based participatory approach using a coffee agroforestry model. This research employs a qualitative case study approach to explore the dynamics of the relationship between the company and the community, including social challenges such as resistance to the program, and how communication strategies are employed to rebuild trust within the community. The findings indicate that the relationship between the company and the community was not always smooth, especially in the early stages of implementation. However, through a transformation to more dialogic and participatory communication strategies, the company successfully established a more equal, collaborative, and sustainable relationship. This CSR program not only strengthens the company’s image and social legitimacy but also contributes to local economic empowerment, environmental preservation, and the strengthening of multi-stakeholder partnerships. The findings highlight that effective community relations in the context of CSR require sensitivity to local social contexts, the ability to build cross-actor communication, and a long-term commitment to the sustainability of social and ecological relations.