Strategi internal public relations dalam mempertahankan loyalitas karyawan cv. Anugerah berkat cemerlang

Natalie, Sofia (2013) Strategi internal public relations dalam mempertahankan loyalitas karyawan cv. Anugerah berkat cemerlang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

CV. Anugerah Berkat Cemerlang merupakan perusahaan swasta yang bergerak di bidang usaha jasa konstruksi yang spesialisasi lingkup pekerjaannya yang bergerak dalam bidang pekerjaan elektrikal, yakni dalam penyedia jaringan distribusi tenaga listrik tegangan rendah. dan telah beroperasi selama 13 tahun. Dalam upayanya memenangkan persaingan, tentunya perusahaan harus memiliki strategi khusus. Salah satunya adalah dengan mempertahankan loyalitas karyawannya. Reichheld (1996, 2) mengatakan bahwa sesungguhnya loyalitas karyawan adalah kunci utama dari terciptanya loyalitas pada pelanggan – yang tentu saja merupakan sasaran akhir dari setiap kegiatan perusahaan. Karena itu CV. Anugerah Berkat Cemerlang melalui divisi Sumber Daya Manusianya menerapkan strategi internal guna mempertahankan loyalitas karyawannya, yang diawali dengan membuat karyawan mendapatkan kepuasan bekerja. Metode yang digunakan dalam penelitian ini adalah metode studi kasus dengan pendekatan kualitatif. sumber data yang digunakan yaitu data primer dan sekunder. Teknik pengumpulan data menggunakan teknik wawancara mendalam dan observasi pengamat sebagai partisipan untuk pengumpulan data primer, serta menggunakan teknik studi dokumentasi dan kepustakaan untuk pengumpulan data sekunder. Wawancara mendalam yang dilakukan dengan menentukan satu key informant dan dua informant. Hasil penelitian menunjukkan bahwa dalam upayanya mempertahankan loyalitas karyawan, CV. Anugerah Berkat Cemerlang menerapkan strategi internal yang memanfaatkan fungsi-fungsi Public Relations. / CV. Anugerah Berkat Cemerlang is a private sector company which engaged in delivering services in construsction for 13 years. CV. Anugerah Berkat Cemerlang specialization is by supplying machines that distribute low voltage of electricity. In order to win the competition in the business field, a company must have a distinct strategy. Thus, maintaining the employee loyalty is one of the many ways in winning the competition. According to Reichheld (1996, 2), employee loyalty is the key of creating the customer loyalty – which is the main objective of every company’s action. Hence, CV. Anugerah Berkat Cemerlang from its Human Resources Division implements internal strategy that might maintain its employee loyalty through creating satifsfaction in workforce. The method used for this research is by using case study method with qualitative approach. The source of data consists of primary and secondary data. The data collecting techniques are using in depth interview and observer as participant for primary data collecting , documentations and literature study for secondary data collecting. In depth interview is conducted by having one person as a key informant and two persons as informants. The result of the research showed that in order to maintain employee loyalty, CV. Anugerah Berkat Cemerlang implemented internal strategy which based on Public Relations functions.

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