PERSEPSI COMMUNITY ZONE-1 TERHADAP PROGRAM CORPORATE SOCIAL RESPONSIBILITY “COCA-COLA FOREST” DI COCA-COLA AMATIL INDONESIA CENTRAL JAVA

Abstract

“Coca-Cola Forest” is a program conducted by Public Affair and Communications Coca-Cola Amatil Indonesia as a company commitment in supporting environment management to support water conservation and society development which has 4 programs that can be accessed through 2 steps: in class training and in field. Community Zone-1 perception is measured through 4 indicators: attention, interest, motivation, and expectation. Perception concept used in this study uses Desiderato perception theory in Jalaluddin Rakhmat’s book. This is a quantitative description research. This study uses Non Probability Sampling method and Purposive sampling for taking sample by giving questions to 100 people who know and participate Coca-Cola Forest in Harjosari. Based on the result of the study, Coca-Cola Forest, with Community Zone-1 knowledge, intensity, and understanding benchmarks, gets a good result but concerning intensity benchmark in participating in “Coca-Cola Forest”, people answer ‘sometimes’ because they are late to get the information. The second benchmarks, Community Zone-1 participation, gets a good result because people are interested in participating and supporting the event. The third benchmark, motivation, gets a very good result because people are motivated in participating the event. The forth benchmark is Result expected concerning “Coca-Cola Forest” gets a very good result because this event can improve people’s welfare that this program, for a year, is as what people expect and can be routinely implemented.