Discourse Network Analysis pada Stakeholder dan Integrated Value Creation dalam CSR Bank Mandiri
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Abstract
Program CSR tidak hanya aktivitas yang dilakukan perusahaan dalam memenuhi tanggung jawab sosial perusahaan untuk mendapatkan legitimasi dari masyarakat melainkan mampu mengintegrasikan keseluruhan nilai bersama setiap stakeholder dan bisnis secara berkelanjutan. Integrated Value Creation (IVC) adalah kombinasi antara CSR dan CSV. IVC adalah rangkaian proses untuk membantu perusahaan dalam mengintegrasikan semua nilai dan pemenuhan ekspektasi setiap stakeholder. Proses IVC terdiri dari 7 tahapan yaitu analisis konteks, stakeholder assessment, tinjauan kepemimpinan, peninjauan resiko, analisis kesempatan perusahaan, proses redesign, dan integrasi sistem. Dengan teori stakeholder mampu memetakan stakeholder sehingga Bank Mandiri mampu menyampaikan pesan komunikasi secara tepat sesuai kebutuhan setiap stakeholder. Melalui metode analisis jejaring wacana atau Disclosure Network Analysis (DNA), mengelola wacana yang didapatkan melalui 18 media massa online dan hasil wawancara untuk melihat bagaimana hubungan antar aktor, hubungan antar aktor yang terlibat dan konsep serta hubungan antar konsep yang berkenaan dengan strategi komunikasi CSR Program Kewirausahaan Petani Pamarican. Aktivitas CSR memberikan dampak melalui beragam aspek dalam perusahaan dan bisnis secara menyeluruh. Salah satu dampak yang akan diulas berkenaan dengan reputasi perusahaan. Reputasi perusahaan yang positif dapat dilihat melalui beragam dukungan dan keterlibatan dari para stakeholder seperti pemerintah, perusahaan BUMN, lembaga nonprofit, potensial petani, supplier, hingga pemerintah daerah Kebumen yang siap mendukung PT Mitra Desa Kebumen dioperasikan dengan mengimplementasikan sistem yang sama seperti Desa Pamarican. Tidak dipungkiri, keberhasilan Bank Mandiri dalam mengadakan Program Kewirausahaan Petani Pamarican mampu memberikan manfaat yang dirasakan petani dan semua stakeholder yang terlibat. Hal ini menjadi salah satu kunci penting yang mendukung dalam peningkatan reputasi perusahaan.
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