Many of the company’s CSR programs are considered good and successful but need strong evidence to support this assessment (proven by data). In addition, the program implemented had a limited positive impact, but only for certain groups. Sometimes, the company’s CSR programs are run based on the complaints & wishes of the community without considering the main needs of the community. Therefore, it is important that when the company’s CSR program is implemented, it must be matured in terms of social mapping and evaluation. It is done so that the company’s CSR programs have a broad and sustainable impact. Whether there is a company or not, the program is still running.
In order to evaluate a company’s CSR program that is transparent, accountable, and optimal, it is necessary to know the progress of the performance of the social and environmental responsibility program or CSR through the preparation of the Indeks Kepuasan Masyarakat (IKM). Indeks Kepuasan Masyarakat (IKM) is data and information about the level of community satisfaction obtained from quantitative and qualitative measurements of people’s opinions in obtaining the company’s CSR program by comparing their expectations and needs.
Indeks Kepuasan Masyarakat (IKM) is an important part of the company’s PROPER assessment. It is included in the monitoring and evaluation section; point f is having an Indeks Kepuasan Masyarakat (IKM) regarding community development programs. Proper encourages companies to contribute to efforts to improve the community’s welfare in production areas or other places that have been determined. The substance of CSR policies concerns “harmonization” between companies and the community and structured efforts to encourage community independence.
The purpose of evaluating CSR programs using the Indeks Kepuasan Masyarakat (IKM):
- Knowing the level of community satisfaction with the CSR program
- Knowing the level of community expectations for CSR programs
- Analyzing the gap between the level of satisfaction and the level of community expectations for the various CSR programs that have been carried out
- Analyzing the Community Satisfaction Index (IKM) and Community Expectation Index (IHM) on various CSR programs that have been carried out
- Analyzing the relationship between the level of satisfaction and the level of community expectations for the various CSR programs that have been carried out
- Knowing the conclusions from the survey results and policy recommendations to maintain and or improve future CSR program activities in order to achieve effective and efficient CSR work program
The method used in the current evaluation uses a survey method. A survey is quantitative research using the same structured questions for everyone, and then all the answers obtained by the researcher are recorded, processed, and analyzed. The survey method used to support collecting and analyzing social data is structured and detailed. A questionnaire is the main instrument to obtain information from many respondents who are assumed to represent the population specifically. Therefore, using the correct sampling technique will determine the quality of the survey results.
A sampling of the population data is based on the purposive sampling method. The first step is to divide the sample proportionally based on the type of assistance program. After the number of samples is proportionally distributed, the respondents are determined based on the purposive technique. The purposive technique is a non-random sampling technique in which the researcher determines the sampling by determining specific characteristics that are by the research objectives so that it is expected to be able to answer the research problem.
Sugiyono (2012) explains that the Likert scale measures the attitudes or opinions of respondents or many groups towards a social phenomenon where the answers to each instrument item have a gradation from very positive to very negative or vice versa. With a Likert scale, the variables to be measured are translated into variable indicators. Then the indicator is used as a starting point for compiling instrument items in the form of statements or questions. The following is the scale used in this study to measure the level of satisfaction: 1. Very dissatisfied/important, 2. Not satisfied/important, 3. Satisfied/important, and 4. Very satisfied/important.
Descriptive analysis is the most basic analysis to describe the general state of the data. This descriptive analysis includes several things, namely frequency distribution, measurement of central tendency, and measurement of validity and reliability. In the descriptive analysis, the data is presented in the form of tables, diagrams, graphs, and others. This is intended to make it easier to understand the data presented.
Satisfaction Index Analysis
The Community Satisfaction Index is formed from the calculation process of each indicator in each variable. In determining the formation of an index, the first step is to determine the value of the weight of the influence of satisfaction based on the results of statistical modeling through advanced analysis (inferential) that is suitable for the purpose of the study and the simplest analysis is the regression model. From the weighting obtained, the weight is converted into a proportion value. Then the contribution of the level of satisfaction is the result of multiplying the satisfaction score with the satisfaction weight. The satisfaction index is obtained from the cumulative sum of the contribution of the satisfaction level of all the indicators involved.
Gap analysis is obtained from the difference between the average or median of the expectation indicator against the satisfaction indicator. The higher the value of the gap means that the level of satisfaction is further away from the level of community expectations and vice versa.
Importance Performance Analysis
In this technique, respondents are asked to rate the level of importance and performance of the company, and then the average value of the level of importance and level of satisfaction is analyzed on the Importance Performance Matrix, where the X axis represents the perceived level of satisfaction while the Y axis represents the level of expectation. Then the results will be obtained in the form of four quadrants, as shown below:
A. Top Priority (Concentrate Here)
In this quadrant, there are factors that are considered important and or expected by the community, but the performance is considered unsatisfactory, so the stakeholders need to concentrate on allocating their resources to improve the performance that is included in this quadrant.
B. Maintain Achievement (Keep Up The Good Work)
In this quadrant, there are factors that are considered important and are expected to support community satisfaction so that stakeholders are obliged to maintain these performance achievements.
C. Low Priority
In this quadrant, there are factors that are considered to have a low level of satisfaction or actual performance and are not too important and or not too expected by consumers, so companies do not need to prioritize or pay more attention to these factors.
D. Possibly Overkill
In this quadrant, there are factors that are considered not too important and not too expected by customers, so the company is better at allocating resources related to these factors to other factors that have a higher priority level.
The results of the evaluation of the company’s CSR program use the Indeks Kepuasan Masyarakat (IKM) in the form of community satisfaction values and the resulting index. In addition, program recommendations will be obtained so that companies are able to implement CSR programs better in the future.
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