CSR Evolution: Overview of Changes in CSR Implementation and

Communication Pattern in Its Contribution to Tourism:

CSR’s Study of Tourist Village ‘Seribu Bunga’ Jorong Tabek, West

Sumatra – ‘Kampung Berseri Astra’ PT Astra Internasional Tbk

Afri Asnelly Idroes, Dyah Hasto Palupi and Wendi Usino

Universitas Budi Luhur

Keywords: Corporate Communications, Corporate Responsibility, Kampung Berseri Astra, Tourism

Communications and Stake Holders

Abstract: The purpose of this study is to describe Astra’s CSR initiative that is driven by the company's values tha

are communicated in the form of a KBA program. This study used a qualitative method. Case studies

have focused on Astra Kampung Berseri program in Jorong Tabek, Solok, West Sumatra which has

successfully changed the village into a tourists’ village which is known “Kampung Seribu Bunga”. CS

implemented was driven by the company’s values. Corporate communication becomes the spearhead fo

Astra in implementing KBA CSR. Through corporate communication, Astra shares its values to

stakeholders. The synergy that was built in the implementation of CSR has made the community able to

empower their potentials in developing the tourism village. In addition, tourism communication is also

used in developing tourism at KBA Astra. Finally, this study concluded that CSR that emerged fro

corporate initiatives resulted in beneficial value-added in the long term for CSR stakeholders. ca

empower tourism potential and local wisdom in an area so as to provide value-added to the community,

where this value-added will return to the company in the form of positive image enhancement and goo

reputation

1 INTRODUCTION

The topic regarding Corporate Social Responsibility

(CSR) survives in its popular position and

dynamically revolves in the academic and practical

business world. CSR becomes so significant and

inherent with the existence of the company. The

nature of the implementation seems to be mandatory

and becomes the burden and responsibility that

needs to be fulfilled by the operating company. CSR

is also believed to be able to encourage an increase

in the positive image and reputation of the company.

The significance of CSR for business continuity

and the existence of the company can be observed

from studies that have been carried out. Banu Dincer

dan Caner Dincer (2013) examined the effect of

CSR on perceptions, and the study found that CSR

has a significant effect on shaping the perception of

companies, and media plays an important role in

corporate CRS communication.

Line Schmeltz (2014) also examines CSR by

exploring companies that adopted and synchronizing

their values system into CSR implementation and

compare them with companies that implement CSR

without adapting and synchronizing their value

systems. The study found that companies that did

not make the value system as their CSR foundation

faced more complex challenges in communicating

the social responsibility of the company. From those

two studies can strengthen the author's statement in

the first paragraph.

Looking at the terminology aspect, CSR is a

popular term. However, according to Matten and

Moon dalam Knudsen (2013), CSR is overlapping

with some concepts such as business ethics,

corporate philanthropy, corporate citizenship,

sustainability, and environmental responsibility and

a several other terms. There is another term that was

made popular by Kotler dan Lee, called Corporate

Social Initiative (CSI). But, unfortunately, not many

academics nor business practitioners pay serious

Idroes, A., Palupi, D. and Usino, W.

CSR Evolution: Overview of Changes in CSR Implementation and Communication Pattern in Its Contribution to Tourism: CSR’s Study of Tourist Village ‘Seribu Bunga’ Jorong Tabek, West

Sumatra – ‘Kampung Berseri Astra’ PT Astra Internasional Tbk.

DOI: 10.5220/0008929900930102

In Proceedings of the 1st International Conference on IT, Communication and Technology for Better Life (ICT4BL 2019), pages 93-102

ISBN: 978-989-758-429-9

intention to that term. According to Kotler and Lee

(2005: 3-4), CSI is a form of shifting of CSR nature

and practice from the traditional way to a more

contemporary way.



Many companies in the world have implemented

CSI. Some of them have been reviewed by Kotler

and Lee, such as McDonald's Corporation, Ben &

Jerry's, Aleve, The Body Shop, etc. Each of those

companies has made a tremendous contribution to

society both within and outside of their area of

business operation. One of them that was reviewed

by Kotler and Lee is CSR that was implemented by

Dell with the National Cristina Foundation (NCF).

Kotler and Lee found that the CSR practices

implemented by Dell and NCF are more than the

CSR general practices. With the initiation of CSR

programs implemented by Dell and NFC, Kotler and

Lee found that they have been practicing CSI

format. CSI implemented by Del with NFC are able

to improve the welfare level of the society around

Texas (Kotler dan Lee, 2005: 33-36).

In exploring Kotler and Lee's study, we are

interested in conducting this research. Conducted by

PT Astra International Tbk (Astra), a diversified

multinational company headquartered in Jakarta,

Indonesia. This company was established in 1957

under the name of PT Astra International

Incorporated, which changed its name in 1990 to PT

Astra International Tbk. Since 2013, Astra has

formulated its CSR's activities in the form of CSI

through a program called ‘Kampung Berseri Astra'

(KBA). A program developed based on the company

initiatives that develop the community by integrating

four pillars of sustainable social contributions

(education, health, environment, and

entrepreneurship) in one village community. Until

now, Astra has developed 81 KBAs that spread in 34

provinces in Indonesia. This activity is intended to

support the strengthening of healthy paradigm and

Nawacita program suggested by the President of the

Republic of Indonesia Joko Widodo to build

Indonesia by strengthening regions and villages

within the framework of the unitary country.

Observing the news in one of the well-known

business media in Indonesia, SWA Magazine, in the

past three years has been reporting about Kampung

Berseri Astra (KBA) that has grown massively, has

made us interested in making it a case study.

According to Palupi (2017), from many of Astra

CSR programs, most Astra’s Kampung ‘Berseri

(Bersih, Sehat, dan Produktif/Clean, Healthy and

Productive)’ (KBA), have succeeded in developing

tourism village. One of which is KBA Jorong Tabek

in West Sumatra.

Jorong Tabek was once a slump area, but now it

has transformed into a village of a thousand flowers

or Kampung ‘Seribu Bunga’ in Minang and at

present has become one of tourists destinations in

West Sumatra. Even nowadays, the community of

Jorong Tabek has shown a change in their mindset

which they now give more attention to the effort of

making their village more beautiful with the climate

that is suitable for growing beautiful flowers that

will attract tourists to visit.

The implementation of CSR that changed the

‘appearance’ of the village from a slump area to a

village which is nicknamed ‘a thousand flowers'

(Seribu Bunga) was certainly not an easy attempt.

Moreover, to change the mindset of the community

so that they can behave according to the

expectations of the CSR contributor will never

succeed unless they go through an effective

communication process. This phenomenon also

attracted us in conducting this research. The research

is focused on finding out how CSR pattern is

implemented by Astra and how the CSR

communication pattern implemented by corporates

ultimately become the driving force in developing

tourism, by reviewing the CSR KBA case study in

Jorong Tabek, Solok, West Sumatra. This research

not only suggests about CSR implementation by

corporations but also further elaborate on a new

wave of CSR, which is known as CSI that should

receive more attention from both companies and

organizations.

2 LITERATURE REVIEW

2.1 Corporate Social Responsibility

and Corporate Social Initiative

Revisiting the history of its emergence in 1960 until

1970s, the of CSR was aimed to avoid legitimate

crisis due to concerns about the company's negative

impact on society. (Knudsen, 2013: 35). In line with

what was mentioned by Knudsen, CSR was initially

created to avoid negative social impact, business

ethics problems, and corporate management.

(Nelson, 2004; 68). Knudsen's and Nelson's view

can explain that in the beginning, CSR was created

as demand for the company's operation

responsibility. In other words, it can be said that it is

a form of obligation and compensation due to the

negative impacts of the company's operations.

In the course of its implementation, there has

been a change in the company's mindset towards

ICT4BL 2019 - International Conference on IT, Communication and Technology for Better Life

CSR. According to Populi, the company's

responsibility to only generate profits is no longer

relevant in the midst of synergies between

companies, countries, markets, and society since the

post-industrial era. Populis's opinion shows that

CSR is more than just fulfilling its obligations. At

present, CSR has become a tool that is highly

considered in building the company's reputation. It's

implementation, however, is still identical with its

mandatory nature because it considered as a

responsibility that must be fulfilled by the company.

Although it seems mandatory, the significance of

CSR for companies demonstrates positive trends.

As mentioned by Ilies, the company's social

responsibilities and public relations have currently

become the point of reference in the communication

activities and company's image in the context of the

society in which they operate (Ilies , 2011: 6). This

demonstrates the condition as mentioned by Dincer

and Dincer (Ilies , 2011 : 6) that CSR currently has

moved for the margin to the mainstream CSR has

become the main medium of communication

between corporates and their stakeholders. Even Kin

and Lee argue that currently, CSR has gained

popularity in the business world (Kim dan Lee, 2010

: 283).

By analyzing the definition of CSR that was

stated by Kotler and Lee, there seems to be

something different. Kotler and Lee (2005) defined

CSR (company's social responsibility) as

commitment and discretionary (wisdom) of the

company to improve social welfare through free

business practices and the company's contribution of

resources. This key element and definition is the

word discretionary (wisdom). In this sense, it does

not refer to responsibilities carried out, which was

based on mandated law or that is moral or ethical.

Instead, it refers to voluntary commitments made by

businesses in choosing and implementing practices

and making this contribution. Such commitments

must be demonstrated so that the company can be

explained as social responsibility and will be

fulfilled through the adoption of new business

practices and/or contributions, whether monetary or

non-monetary. The term community welfare in this

definition includes human conditions as well as

environmental problems.

Regarding the implementation of CSR, Kotler

and Lee also convey different views which were

different from the general explanation of CSR.

According to Kotler and Lee (2005: 3-4), CSR

implementation of CSR should start from the

company's initiative. CSR, which starts from

initiatives and company's policy voluntarily without

a tendency to associate with legal provisions, is

more specific and different from CSR in general.

This practice has a greater positive impact compared

to CSR that is generally known and implemented by

most companies. This practice, according to Kotler

and Lee, is more accurately called CSI. Corporate

Social Initiative (CSI) is the main activity that is

carried out by a company to support social goals and

to fulfill the commitment to corporate social

responsibility. The term corporate social initiative is

used to describe the great effort that was carried out

under the umbrella of corporate social responsibility.

Kotler and Lee explained that CSI is a form of a

shift from obligation to strategy. CSI conception

proposed by Kotler and Lee also refers to 1994

ceminal article in the Harvard Business Review

written by Craig Smith. In his article, Smith

identifies "The New Corporate Philanthropy." Smith

described it as a company initiative as a chance to

make a long term commitment to certain social

problems and initiatives; providing more than just

cash contribution; sources of fund from business

units as well as philanthropy budgets; a form of

strategic alliances; whereby doing all this is a way to

improve business goals. Thus it can be viewed that

there are differences between CSR in general with

CSR that was mentioned by Kotler and Lee, where

they come up with the term CSI.

2.2 Corporate Communications

In the implementation of CSR or CSI, corporate

communication becomes the main activator that

transforms the company's messages to the

stakeholders who receive CSR. Cornelissen (2011:

5) argues that corporate communication is a

management function that offers a framework for

effective coordination of all internal and external

communications with the overall goal to build and

maintain the reputation that is beneficial to groups of

stakeholders where the organization depends upon.

Lorange emphasized that corporate communication

creates a strong relationship with stakeholders

(Lorange, 2005).

Corporate communications gained great attention

from scientists and the business community due to

the changes in the global business environment.

Many scientists believe that there is an influence of

corporate communication management (CCM) on

organizational performance, but there is a lack of

studies on the validation of these theoretical

assumption related to this. The assumption appears

from the study that Corporate Communication

CSR Evolution: Overview of Changes in CSR Implementation and Communication Pattern in Its Contribution to Tourism: CSR’s Study of

Tourist Village ‘Seribu Bunga’ Jorong Tabek, West Sumatra – ‘Kampung Berseri Astra’ PT Astra Internasional Tbk

Management (CCM) would have a positive effect on

the financial performance and the achievement of

the company's mission (Mohamada, et al, 2014 :

119).

The explanation made by Mohamada et al

indirectly intends to emphasis the significance of

corporate communication. In line with Johan and

Noor (2013) who stated that corporate

communication is important for companies because

through communication, companies make contact

with their customers, suppliers and other elements

both internal and external organization. On the other

hand, corporate communication is very important for

companies to create the best reputation of the

company.

Fleisher (1998) associates corporate

communication with the steps taken by companies to

communicate company values. According to him, an

organization must focus on their core strategic

communication activities and communicate it to the

stakeholders (e.g., through campaigns, image

management, branding, and corporate reputation and

media relations) in an effort to project corporate

values to their stakeholders.

Werther and Chandler also observe corporate

communication through different approaches,

associating it with CSR. According to Werther and

Chandler (200), CSR is relevant to be considered

with regard to corporate communication and

corporate identity. When associated with the

implementation of CSR Werther and Chandler's

explanation indirectly wants to convey that in

designing CSR program, a company identity that

summarizes company's values must be

communicated to the stakeholders in so that they

understand the company's identity and values that

provide CSR to them.

Schmelz explanation can strengthen this matter.

According to (Schmeltz, 2004 : 3), this idea about

corporate identity and values is central to the

corporate communication that can strongly build and

protect their reputation Schmeltz, 2004 : 3).

Melewar firmly explained that corporate

communication in implementing CSR provides

value which in turn will enable companies to gain

their strategic goals. (Melewar, 2008).

From the explanation about corporate

communication presented above, it can be seen that

the relationship between CSR, corporate values and

identity, and corporate communication. In forming

CSR program, it must begin from corporate values

and identity. In other words, companies must make

the company's values and identity as the "spirit" in

the implementation of the Company's CSR. In order

to implement CSR, a company needs an effective

corporate communication in order to be able to

transform values and identity in the effort to achieve

company's goal while at the same time sharing value

and corporate identity of the company to the

stakeholders.

2.3 Reputation

The implementation of CSR through corporate

communication, in turn, is an effort to achieve a

company's reputation. According to Johan and Noor

(1230), a company reputation is one of the important

intangible assets for many companies. Businesses

that are lacking in important assets can encounter

difficulties. The reputation of a company can be

built through corporate communication. To build a

strong reputation, a company must have strong

communication to communicate with the

stakeholders.

The explanation regarding corporate reputation is

again related to corporate communication. Due to

that, communication made by the company to the

stakeholders basically has the ultimate goal in

gaining corporate reputation. The main targets in the

implementation of corporate communication are the

stakeholders.

2.4 Tourism

Many life sectors can be targeted by CSR

companies. One of which is the tourism sector. The

tourism sector currently also plays an important role

because tourism will relate to other sectors,

especially the economy.

E Guyer Freuler in Prastowo and Budiana (2016:

47) formulated the definition of tourism. Freuler

mentioned that tourism in the modern sense is a

phenomenon of the present that is based on the need

for health, changing of atmosphere, conscious and

growing (love) towards beauty of the nature and in

particular due to the increasing contacts with various

nations and social classes as a result of development

of commerce, industrial growth and the

improvement of transportation medium.

From those definitions, it can be viewed that the

tourism sector is related to other sectors. The

development of the tourism sector is related to

commerce, industry, and means of transportation. By

developing the tourism sector, it can also be the

motivator for economic growth in a region.

ICT4BL 2019 - International Conference on IT, Communication and Technology for Better Life

2.5 Local Wisdom

The tourism sector is related to local wisdom.

According to Prastowo and Bunianam (2016: 47),

the development of tourism is expected to be able to

develop and promote local culture to be introduced

to the whole world as the country identity.

Supported by Nugraha, Perbawasari and Zubair

(2017: 232), stated that tourism based on local

wisdom, recently has become commodity for

promoting tourism that is offered to the public as

tourist attraction. Local wisdom itself when

packaged in tourism communication can become an

element of the formation of local branding of a place

(Nugraha, Perbawasari, dan Zubair, 2017: 232).

According to Nugraha, Perbawasari, dan Zubair

(2017: 235), local wisdom consists of two words i.e.

wisdom and local. Local means local, and wisdom

means wisdom. So local wisdom is ideas, values,

and local views that are wise, full of wisdom, has

good values, embedded and followed by members of

the society. Whereas according to Kriyantono

(2014: 345), local wisdom is local thoughts or ideas

are consisting of wise values, wisdom, goodness that

are internalized from generation to generation so that

it is followed by its members of the society.

From the references presented above a

connection can be drawn to understand the flow of

thought of this research. CSR has become a

supporting component for companies in achieving

their reputation, wherein the implementation of

CSR, the company is conducting corporate

communication to transfer company's values and

identity so that they are internalized to company's

internal and external stakeholders. The

implementation of CSR can be applied to various

sectors, and one of which is the tourism sector.

Tourism sector that was built through CSR can serve

to preserve and local wisdom of a region. In turn,

CSR that has succeeded in providing added value to

stakeholders will provide feedback to improve the

positive image and reputation of the company.

3 RESEARCH METHOD

This study uses a qualitative approach. According to

Bogdan and Taylor, the qualitative approach is

research procedures that produce descriptive data in

the form of written or spoken words from people and

observable behavior. According to Strauss and

Corbin (2003) qualitative method is referred to as

the type of research where the findings are not

obtained through the statistical procedure or other

forms of calculation.

Data collection techniques used in this study

were interviews and literature studies. The data

analysis technique in this study is descriptive. This

qualitative descriptive study is a study that produces

descriptive data in the form of words, both written

and oral form people and/or observed behavior. This

approach is directed at the background and the

individual holistically. Descriptive in this research

means that the data collected is in the form of words,

images, and not numbers. This study contains data

citation that can give an illustration/overview of the

presentation.

4 RESULT

As a 62 years old company (established in 1957)

Astra implements "Catur Dharma". They are the

core values or basic corporate values set by William

Soeryadjaya as the founding father. One of the Catur

Dharma values is to raise Astra as a company that

always aspires to become one company of the nation

that participates in efforts to improve the welfare of

the Indonesian people.

Therefore, Astra's business activities strive to

implement a balanced mix of commercial aspects of

business and non-business contributions, through

sustainable social responsibility programs in the

fields of education, environment, development of

small and medium enterprises (SMEs) and health.

So that CSR is an important part of the company's

operations.

From the interview between the author with Riza

Deliansyah, Head of Environment & Social

Responsibility (ESR) Division of PT Astra

International Tbk, Diah Suran Febrianti, Deputy

Head of Environmental & Social Responsibility

(ESR) Division PT Astra International Tbk, and

Mohammad Taufan, CSR Manager PT Astra

International Tbk, it is said that CSR implemented

by Astra is a company initiative. According to Riza

Deliansyah, since 1974, Astra has had a contribution

initiative by establishing a special foundation to

handle scholarships and education, which still

continues to provide scholarships and is consistent to

date. Then in 1980, Astra also created a special

foundation for entrepreneurship. So, before the term

CSR was widely known, ISO regarding CSR

emerged, and CSR regulations were issued by the

Indonesian government, Astra had already carried

out programs that had not been referred to as CSR.

The implementation is the actualization of Catur

CSR Evolution: Overview of Changes in CSR Implementation and Communication Pattern in Its Contribution to Tourism: CSR’s Study of

Tourist Village ‘Seribu Bunga’ Jorong Tabek, West Sumatra – ‘Kampung Berseri Astra’ PT Astra Internasional Tbk

Dharma Astra, which already is the value and

identity of the company itself, in accordance with

the wishes of Astra's founding father, William

Soeryadjaya, so that Astra can contribute to the

Indonesian people.

Diah Suran Febrianti explained, the Astra CSR

program initiative was mostly driven by

corporations. So, the programs carried out by Astra

have not existed because there is a request from the

government, nor because there is a need for

regulation. Astra runs its contribution because it is

driven simply by Astra's values, which are based on

Catur Dharma Astra and Astra's four pillars of CSR:

1) Education; 2) Health; 3) Environment and 4)

Entrepreneurship. In fact, many Astra CSR

initiatives invite other parties to participate, such as

the government and the community. Astra CSR is

more synonymous with voluntary nature.

One of Astra's CSR initiatives is forming

Kampung Berseri Astra (KBA) and subsequently

Desa Sejahtera Astra (DSA). According to Riza

Deliansyah, basically, those two programs are the

same. The difference is about the implementation of

Astra's pillars in the program. In the KBA program,

Astra implements programs in accordance with

Astra's four pillars of CSR programs, whereas DSA

is only specifically for implementing

entrepreneurship. Related to this, Diah said that the

implementation of the KBA concept with DSA

targeted different places, but there were some who

carried out the two programs at once. Based on

broad terms, DSA program has a wider range than

KBA. But based on a pillar implementation, KBA

program contains wider values than DSA.

Before the advent of KBA, there was the Astra

Green Society, where Astra carried out CSR

activities focused on only one specific aspect. For

example, education, environment, health, and

entrepreneurship. But in its journey, Astra evaluated

that just by focusing on one particular aspect did not

make meaningful changes, and the community was

not becoming much better. Therefore, came the idea

to integrate the four pillars into one program that

was carried out as a whole. That is the program

called KBA, where the initiative appeared in 2012

(Riza). Mohammad Taufan added, KBA in its

implementation was the result of Astra group CSR

collaboration. Although each of Astra's subsidiaries

has a different program focus, in the KBA program

they integrate the program's values altogether.

In 2013 the KBA in Warakas began as the first

KBA. Success in Warakas, then IT spread to

Sukolilo and other villages, and currently, there are

81 KBA locations in 34 provinces in Indonesia.

Most KBAs are in DKI Jakarta, which is around 13

KBAs (Riza, 2019). The distribution of the Astra

KBA can be seen in the following picture:

Figure 1: National KBA Distribution Map

Source: Mohammad Taufan, CSR Manager of PT Astra

International Tbk

DSA also developed significantly. DSA started

in 2017. At present, there are around 370 DSA in 23

provinces. In July 2019 it is in the preparation stage,

and Astra will launch and complete the DSA in 34

provinces, with 270 new DSA. Thus it will reach a

total of 640 DSA, which is spread in a quarter of

districts throughout Indonesia. The success of this

massive development was carried out by Astra by

creating a successful pilot project, then the model of

the pilot project was immediately disseminated and

carried out simultaneously (Dyah, 2019).

In developing KBA, Astra goes in line with

existing local potential. For example, when a KBA

has tourism potential, Astra would actually support

it by providing training facilities related to tourism.

Astra would also collaborate with the Ministry of

Tourism in developing tourism-themed built

villages. Whereas for other KBA which is not

tourism-themed, Astra would dig and develop its

existed values so that the village can still be

‘touristy’. For example, in KBA with environmental

themes, Astra would develop community education

tours.

KBA Pinang Tangerang, Lengkong Kulon Bumi

Serpong Damai, Tangerang, and Pekanbaru, are the

ones that do not have tourism potential. Then Astra

developed educational tourism by empowering local

wisdom there. So in principle, all KBA activities

must be directed to be "tourism" in various forms.

Nowadays, there are already 13 tourism-themed

KBAs, while the others are still on tourism

developing program whose potential are also quite

good (Wisnu, 2019).

Especially for tourism, Astra is making efforts to

empower what is carried out by the surrounding

ICT4BL 2019 - International Conference on IT, Communication and Technology for Better Life

community, or based on the local wisdom of the

region, which is the essential point of the KBA

program. One of them is in Jorong tabek, Solok,

West Sumatra. In 2018 Astra initiated the KBA CSR

program there. Astra manages cultural performances

of local people in the form of pencak silat and so on.

The activity involved many people and gave rise to

an extraordinary crowd. The activity invited a lot of

interest in tourism. There are activities of pounding

chips, making palm sugar, and much more. The

activity eventually became the driving force that

embeds a new identity into the village with the name

"Thousand Flowers Village". Even though

previously in the village, there were only a lot of

sugar cane trees, which were one source of the

people's income. The excellent climate for the

growth of various beautiful flowers makes Astra

encourage people to manage intensively. At the

moment, the village is developing into a tourist

village that is crowded with tourists, or just a tourist

haven that leads to the tourist spots of Danau Diatas

and the Danau Dibawah.

In building a tourism village in Jorong Tabek,

Astra encouraged the community to prepare a

homestay and provided training to 30 major

stakeholders. In this activity, Astra facilitated

training to form tourism villages and facilities, in the

form of goods provided by Astra in the form of

spray and pillowcases for homestays. There also

where Astra held a cultural festival.

In building tourism, before entering and

managing tourism resources at a point, Astra

informed from the outset that Astra would only open

a road and would not routinely enter the village. So

that this can make the community understand, that

during collaboration, there must also come many

lessons and experiences that they can absorb from

Astra, in order to be able to continue building their

tourism villages.

In building KBA, Astra has built a spirit of

competition to produce better villages. Before

carrying out the festival, Astra has provided training

equipped with complete modules, so that the

community is ready to manage their homestays.

Astra conducts training on how to manage a village,

its institutions, its position. Thus when Astra began

to reduce its intensity and release the village,

everyone there was ready to grow consistently to

build and maintain the sustainability of their tourist

villages.

In addition to corporate communication, tourism

communication is no less important. According to

Taufan, Astra does not directly engage in tourist

communication with tourists. Tourism

communication carried out by Astra is to

stakeholders. There are a number of things Astra has

done in tourism communication both formally and

informally. Formally, tourism communication is

carried out to introduce KBA and its driving figures

through publications (advertisements, advertorials,

and news) in the media (conventional and digital).

Astra also presents the KBA drivers to become

resource persons for events held within the Astra

Group and external events. Informally, Astra also

introduces KBA and its driving figures by presenting

external parties, such as the media, at the KBA

location through various activities such as the KBA

Festival and workshop for Astra Group employees,

journalists and bloggers.

Use of technology information in the

implementation of KBA and DSA is now quite

important, especially related to the effective

dissemination of information to all parties and

monitoring activities. Astra uses the website

www.satu-indonesia.com, www.astra.co.id, and

social media to introduce KBA and DSA to the

wider community, in which there is a forum for

communication and monitoring. Astra also informs

the general public about KBA and DSA activities

through websites and social media to reach the

millennial generation target audience who is not

touched by information through conventional

channels. The tag that Astra has always used on

social media is #KitaSATUIndonesia

Astra's social media channels consist of:

•Youtube:

https://www.youtube.com/user/SATUIndonesiaAa

rds

•Facebook:

https://www.facebook.com/sangatastraterpadu/

•Instagram:

https://www.instagram.com/satu_indonesia/?hl=en

•Twitter:

https://twitter.com/satu_indonesia?lang=en

Especially for KBAs in Jorong Tabek Solok,

communication established by Astra in the KBA

program there to get high interest from the local

community for the KBA festival there, was by

inviting various parties to attend the Solok KBA

Festival, such as local government, relevant ministry

officials, mobilizers KBA, media and local residents,

so that they feel like they own the KBA and

experience themselves the Solok KBA (Wisnu,

2019) Festival.

In implementing CSR KBA, Astra provides in

the form of programs and supports, not in the form

of fresh funds (Riza, 2019). Astra creates conditions

CSR Evolution: Overview of Changes in CSR Implementation and Communication Pattern in Its Contribution to Tourism: CSR’s Study of

Tourist Village ‘Seribu Bunga’ Jorong Tabek, West Sumatra – ‘Kampung Berseri Astra’ PT Astra Internasional Tbk

that bind Astra with its partners as equal values

(Diah, 2019). The values that are shared would make

the community become internalized with Astra and

its values, that are the same with what the

community values. What was delivered is reflected

in the actions and everything that Astra did at the

KBA. Corporate communication is done more to

share values and inspire the community.

Astra has succeeded in building tourism in

Tabek. But Astra does not only implement CSR in

its operational areas. Riza gave an example of

Wakatobi, where there were no Astra company units

operating, but Astra had a CSR program there.

After the KBA runs, the benefits felt by Astra in

a material manner have never been specifically

measured. But indirectly, the perceived benefits are

the image of Astra that is getting better. Astra feels a

tremendous influence related to image and

reputation. Today, almost every day, Astra is invited

to be a resource person at various events to share

what Astra has done in its CSR initiatives so far.

This has a tremendous positive impact on Astra

(Riza, 2019).

Besides that, in the implementation of Astra

CSR, it has continual improvement, where

everything that Astra does is not a fixed price, but

something that continues to grow and process, so

that it can remain easy in evaluating and updating

the system that has been made to be even better

(Diah, 2019).

5 DISCUSSION

From the findings of the study above, we argue that

the implementation of Astra CSR is more

synonymous with CSI. This is examined from the

contribution initiatives carried out by Astra long

before CSR was known, at ISO, and regulated. As is

known, according to Sefriani and Wartini (2017: 4),

Indonesia has only mandated CSR in the form of

regulation in 2007 since the enactment of Law

Number 25 of 2007 concerning Investment and Law

Number 40 of 2007 concerning Limited Liability

Companies (PT). This fact can strengthen the results

of this study, that the contribution programs

implemented by Astra are initiatives of the company

itself.

After conducting a literature review and finding

the results of studies in the field, it further sharpens

our understanding that CSR and CSI are basically

the same in terms of their "spirit". However, there

are some differences. In our opinion, the

fundamental difference between the two terms is in

nature, the target of implementation, and duration of

implementation. The first difference is that CSR is

mandatory because it is implemented as an effort to

meet regulations that have consequences of

sanctions, or demands of stakeholders to companies

operating in their regions. This means that the

impulse implementation comes from externally.

While the implementation of CSI comes from

company initiatives that are driven from the

company's internal. The second difference is the

target of implementation. The average CSR is only

given to stakeholders around which the company

operates whereas CSI is broader in nature and does

not only target stakeholders where the company

operates. The third difference is the period of

implementation. CSR is short-term, while CSI is

long-term.

From these identified differences, we see a "new

wave" nature of the implementation of CSR. At the

beginning of its birth, CSR was considered a burden

and responsibility that the company must fulfill as

compensation for the negative impacts it caused. On

the way, there was a change in mindset towards

CSR. CSR moves from the marginal side to the

mainstream of the company's attention because it

relates to the positive image and reputation of the

company.

The next stage is when Kotler and Lee come up

with CSI. This paper reinforces the study of Kotler

and Lee. Through various findings in the research

process and case studies reviewed, this paper

emphasizes the existence of a new wave in the

implementation of CSR, which turns out CSI is far

more profitable for the company. CSI is more

optimal in supporting the company's efforts to

improve its positive image and achieve the best

reputation.

In a literature study of corporate communication,

it is said that corporate communication is used to

communicate identity and values. All of this will

improve the image and reputation of the company.

We can confirm this opinion in this study. The

corporate communication carried out by Astra is to

share values with its stakeholders. The new findings

obtained from this study are that these values

succeed in remembering the management between

the company and its stakeholders. Therefore, we

emphasize that effective CSR implementation is not

only on the number of figures issued by the

company. But especially in developing tourism

villages, the affirmation of the CSR program is on

how effective the program is, to be able to empower

the tourism potential and local wisdom that is owned

by the region where the CSR is implemented.

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In addition to corporate communication that

promotes the sharing of values and corporate

identity, tourism communication is important in

implementing CSR related to tourism. Technological

sophistication and communication today can

increase tourism communication aimed at

intensifying message delivery. Tourism

communication conducted by CSR implementing

companies is not directly related to tourists. Tourism

communication is carried out by the company to its

stakeholders. Although it is indirect, in the end, the

tourism communication will also be able to send a

message that the tourism villages they visit are

guided or the result of the company's synergy of

CSR with the community. Thus the company's

image will increase, and the reputation will be

better.

6 CONCLUSION

Contributing to the growth of world tourism can be

done in various ways. This study shows that through

corporation initiative, it is proven that a program that

supports the development of tourism can be

developed. Through “Kampung Berseri Astra'

program, Astra has succeeded in developing tours

villages spread across various places in Indonesia,

including Tourism village ‘Seribu Bunga' Jorong

Tabek, West Sumatra.

In general, the key to success of the Astra CSR

program is that the company’s core values have been

very strong. The Catur Dharma has become the

corporate's culture as well as a compass that guides

the growth of Astra in its journey and adapts

changes that happen from time to time.

In addition to the company’s core values, the

success of Astra CSR program is also determined by

the mature, measured, and systematic program

planning. In every CSR implementation, Astra uses

detailed Standard Operational Procedure (SOP) and

principals in each phase. In the rules of the game.

For example, in the implementation of programs,

Astra does not provide support in the form of fund,

but instead in the form of program and support. The

goal is to create a condition that binds Astra with its

partners in the same values. These values have made

the community becoming internalized with Astra

and Astra that are similar to those in the society.

The implementation of Astra CSR program that

has continuous improvement where everything that

is implemented by Astra is not a done deal, but

something that continues to grow and processing and

this creates findings that there is an evolution in the

concept of CSR. There is a new CSR wave that is

proven by this study which is genuine because it is

driven by the company’s internal, has boarder goals,

and for the long term in nature.

In the end, the development of tourism through

CSR, the synergy of company communication, and

tourism communication can be moved

simultaneously. Corporate communication functions

as a shared value and corporate identity in

implementing CSR; and tourism communication

functioned to disseminate tourism information that

was built by corporate energy and stakeholders.

Both simultaneously can boost the company's image.

The community is exposed and internalized with the

company's values so that the company's reputation is

increasing.

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