PENGARUH NILAI BUDAYA DALAM PROSES PENGAMBILAN KEPUTUSAN KOMUNIKASI CSR DI INDONESIA
Abstract
Indonesia's cultural diversity forms a specific social system in each region. Culture in a social system influences the way people make decisions. This research article attempts to describe descriptively and analytically the influence of culture in community decision-making in cases of CSR communication in Java, Bali, Sumatra, Kalimantan and Papua. This study uses a qualitative method with data collection techniques through interviews, observations and literature review in CSR communication cases carried out in the 2014-2022 period. This research uses a qualitative descriptive approach to get an overview and analysis of the CSR communication process that occurs in the community in the five areas mentioned above. As a result, in general, the five regions have a high spirit of collectivism so that decision-making is based on shared interests, but at the micro level, each region has its own characteristics in deciding something, in this case its relation to the company's CSR activities.
Keywords: Cultural Influence, Decision Making Process, Communication, CSR.
Abstrak
Keragaman budaya Indonesia membentuk sistem sosial yang spesifik di masing-masing daerah. Kebudayaan dalam suatu sistem sosial mempengaruhi cara masyarakat dalam melakukan pembuatan keputusan. Artikel penelitian ini mencoba menggambarkan secara deskriptif dan analitis mengenai pengaruh budaya dalam pengambilan keputusan masyarakat dalam kasus komunikasi CSR di Jawa, Bali, Sumatera, Kalimantan dan Papua. Penelitian ini menggunakan metode kualitatif dengan Teknik pengumpulan data melalui wawancara, observasi dan studi pustaka pada kasus komunikasi CSR yang dilaksanakan pada periode tahun 2014-2022. Penelitian ini menggunakan pendekatan deskriptif kualitatif untuk mendapatkan gambaran dan analisis tentang proses komunikasi CSR yang terjadi pada masyarakat pada lima wilayah yang telah disebukan di atas. Hasilnya, secara umum, kelima wilayah tersebut mempunyai semangat kolektivisme yang tinggi sehingga pembuatan keputusan didasarkan pada kepentingan bersama, namun dalam level mikro, masing-masing daerah mempunyai karakteristik tersendiri dalam memutuskan sesuatu, dalam hal ini kaitannya dengan kegiatan CSR perusahaan.
Kata Kunci: Pengaruh Budaya, Proses Pembuatan Keputusan, Komunikasi, CSR.
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