Peran Corporate Social Responsibility dalam Meningkatkan Keberlanjutan Usaha Mcdonald’s Pancing Medan

Authors

Angeline Hartono STIE Eka Prasetya
Celine Nobel Tunggal STIE Eka Prasetya
Stephanie Alysio STIE Eka Prasetya
Steven Steven STIE Eka Prasetya
Irvan Rolyesh Situmorang STIE Eka Prasetya

DOI:

Abstract

This study aims to analyze the role of Corporate Social Responsibility (CSR) in increasing the desire to try McDonald's Pancing Medan through a participatory approach involving the surrounding community. The research method used was community service with the Asset-Based Community Development (ABCD) and Participatory Action Research (PAR) approaches, implemented through observation, interviews, CSR program planning, activity implementation, and periodic evaluation. The results show that CSR implementation can increase community participation, reduce plastic waste, and increase the income of local MSMEs through training programs, mentoring, and environmental campaigns. Furthermore, the formation of a solid mitigation group strengthens the relationship between the company and the community, creating shared value and enhancing the company's positive image. In conclusion, the participatory and sustainable implementation of CSR plays a crucial role in supporting the sustainability of the company's business, from a social, environmental, and economic perspective.

Keywords: Corporate Social Responsibility, Business Sustainability, Environment

References

Carroll, A. B. (2016). Carroll’s Pyramid of CSR: Taking Another Look. International Journal of Corporate Social Responsibility, 1(3), 1–8. https://doi.org/10.1186/s40991-016-0004-6

Elkington, J. (1998). Partnerships from Cannibals with Forks: The Triple Bottom Line of 21st Century Business. Environmental Quality Management, 8(1), 37–51. https://doi.org/10.1002/tqem.3310080106

Firzatullah, M., Rahman, A., & Hidayat, T. (2024). Evaluasi Program CSR Berbasis Partisipatif dalam Meningkatkan Kesejahteraan Masyarakat. Jurnal Pengabdian Masyarakat, 5(1), 45–58. https://doi.org/10.5678/jpm.v5i1.2024

Freeman, R. E. (2010). Strategic Management: A Stakeholder Approach. Cambridge University Press, 1(1), 1–276. https://doi.org/10.1017/CBO9781139192675

Harni, S., & Mustakim, M. (2023). Analisis Partisipatif dalam Evaluasi Program Pengabdian Masyarakat. Jurnal Ilmu Sosial dan Humaniora, 12(2), 210–220. https://doi.org/10.3456/jish.v12i2.2023

Jung, H., Kim, S., & Lee, J. (2020). The Impact of Corporate Social Responsibility on Corporate Trust and Reputation. Sustainability, 12(8), 1–15. https://doi.org/10.3390/su12083450

Kaligisa, L., Putra, B., & Santoso, D. (2025). Implementasi CSR Berkelanjutan dalam Meningkatkan Legitimasi Sosial Perusahaan. Jurnal Manajemen Strategi, 7(1), 1–12. https://doi.org/10.6789/jms.v7i1.2025

Kotler, P., & Lee, N. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. John Wiley & Sons, 1(1), 1–307. https://doi.org/10.1002/9780470939607

Porter, M. E., & Kramer, M. R. (2006). Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility. Harvard Business Review, 84(12), 78–92. https://hbr.org/2006/12/strategy-and-society

Putri, R., & Sari, D. (2022). Analisis Implementasi Etika Bisnis dalam Corporate Social Responsibility pada UMKM di Indonesia. Jurnal Manajemen dan Bisnis Indonesia, 8(2), 145–156. https://doi.org/10.1234/jmbi.v8i2.2022

Wibisono, Y. (2007). Membedah Konsep dan Aplikasi CSR (Corporate Social Responsibility). Fascho Publishing, 1(1), 1–210. https://scholar.google.com