Communication Factors Affecting Knowledge and Attitudes in Empowering Dairy Farmers in West Java, Indonesia

Communicating process of the company’s commitment on social and environmental aspect to the stakeholders is called Corporate Social Responsibility (CSR) communication. CSR communication could be considered as a way the company delivers special messages to its staheholders specially through communication channel to achieve CSR goal i.e. empowerment the beneficiaries. CSR practices that had performed by companies in Indonesia have not shown results significantly in term of community empowerment. This study was intended to analyze the effectivity of the CSR communication factors conducted by Dairy Processing Industry on dairy farmer’s empowerment on Pangalengan, West Java. Survey and simple regression analysis were used as research method. This research had sampled 220 dairy farmers as respondents that received CSR program. The result indicated that: a) factors that significantly influenced the knowledge and attitude of the farmers were:farmer’s characteristic, external factor,CSR communicator’s capacity, information quality, communication channel; b) CSR communicator capacity, information quality and communication channel were significantly influenced the dairy farmer’s empowerment on Pangalengan.