The Social Impact of Electrifying Agriculture Program

Hilyana Arieandhien, Heni Indrayani

Abstract


Sangkanjoyo Village is a productive agricultural area in Pekalongan Regency with considerable potential, however its also faces several challenges, including high operational costs and low productivity only about 2.3 tons per year compared to 4.4 tons per year in surrounding areas (LKjIP, 2024). To address these challenges, PT PLN (Persero) UID Central Java and D.I. Yogyakarta initiated the Electrifying Agriculture CSR program to enhance energy efficiency in agriculture through electricity-based technologies. This study describe the social impact of the program using the Social Impact Taxonomy Theory through a qualitative approach involving interviews, observations, and documentation. This study contributes to the public relations field by understanding the social impact of CSR implementation and offers novelty through a beneficiary-based perspective. The research findings show that the social impact of the program can be observed through ten attributes: context (Social Policy and Welfare), who (Farming Community), what (Community Organization, Community Cohesion, Community Empowerment, etc), causing (company’s SDG-related policies, interventions, and business strategy), how (positive by empowering community), direction (positive by providing benefits and increasing productivity), temporality (given point in time and future outcomes projected for 2026), magnitude (strength and broad), intention (intended and unintended), and nature (real/visible and unobservable).


Keywords


Corporate Social and Responsibility; Electrifying Agriculture; National Electricity Company (PLN); Public Relations; Social Impact

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References


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DOI: https://doi.org/10.32509/cyberpr.v6i1.6918

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