Implementation of Corporate Social Responsibility of Pertamina Geothermal Energy Kamojang Area through the Mekarsari Women Farmers Group
DOI:
https://doi.org/10.61194/ijcs.v4i3.998Keywords:
corporate social responsibility, sustainability communication strategy, women's empowerment, women farmers' groups, innovation diffusionAbstract
This study analyzes communication strategies Corporate Social Responsibility (CSR) of PT Pertamina Geothermal Energy (PGE) Kamojang Area in empowering the Mekarsari Women Farmers Group (KWT). The research problem focuses on communication strategies in transforming CSR physical facility assistance into independent group capacity, as measured by the ability of KWT Mekarsari in making production decisions and managing equipment operations autonomously. The novelty of this research lies in the analysis of technology optimization direct use geothermal a strategic communication instrument to improve production time efficiency, filling the gap in previous research literature that has only focused on macroeconomic impacts. Through a qualitative case study approach, data was collected through in-depth interviews, observations, and document analysis. The findings indicate that two-way communication has been proven to significantly improve production drying time efficiency and strengthen the sense of ownership, as evidenced by members' independent initiatives in equipment maintenance and active involvement in joint decision-making. Marketing strategy based on learning market, and an empathetic approach to local wisdom has been shown to strengthen social cohesion and product competitiveness. This research contribution confirms that integrating technological innovation with inclusive, participatory communication is key to sustainable empowerment, where companies act as facilitators of learning spaces for group independence.
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