PENGARUH MOTIVASI TERHADAP LOYALITAS KARYAWAN KONTRAK PADA PERUSAHAAN DESAIN KREATIF CV. ALF SOLUTION JAWA BARAT

TAZIAH, NISA (2026) PENGARUH MOTIVASI TERHADAP LOYALITAS KARYAWAN KONTRAK PADA PERUSAHAAN DESAIN KREATIF CV. ALF SOLUTION JAWA BARAT. Skripsi thesis, UNIVERSITAS SANGGA BUANA YPKP.

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Abstract

The sustainability of a graphic design company is not solely determined by its ability to produce creative outputs, but also by the quality and stability of the human resources involved in supporting its operations. In companies that apply a contract-based employment system, issues related to employee motivation and loyalty become particularly important, as they are closely linked to organizational continuity. In recent years, CV. ALF Solution Jawa Barat has experienced fluctuations in employee turnover, indicating the need for a deeper examination of the motivation and loyalty of contract employees. Therefore, this study aims to describe the level of work motivation and employee loyalty, as well as to analyze the effect of work motivation on the loyalty of contract employees at CV. ALF Solution Jawa Barat. This study employed a quantitative approach using a survey method. The respondents consisted of all contract employees in the design division of CV. ALF Solution Jawa Barat, totaling 30 individuals, selected through a census sampling technique. Data were collected using a Likert-scale questionnaire and analyzed with the assistance of SPSS software. The data analysis techniques included descriptive statistical analysis, classical assumption tests, simple linear regression analysis, t-test, and coefficient of determination analysis. The results indicate that the level of work motivation among contract employees falls into the good category, with a mean value of 3.66, while employee loyalty is categorized as moderate, with a mean value of 3.39. The regression analysis shows that work motivation has a positive and significant effect on employee loyalty, with a significance value below 0.05 and a contribution of 55.6%. These findings suggest that well-established work motivation plays an important role in enhancing the loyalty of contract employees, although the level of loyalty still requires further improvement to reach an optimal level. Based on these results, the company is advised to strengthen employee loyalty by improving job security, providing more equitable performance appreciation, and reinforcing long-term work commitment.

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