Perumusan Strategi Pengelolaan Loyalitas Awak Kapal Dalam Industri Perkapalan Indonesia Melalui Penerapan Metode Design Thinking

Anggraini, Nura (2025) Perumusan Strategi Pengelolaan Loyalitas Awak Kapal Dalam Industri Perkapalan Indonesia Melalui Penerapan Metode Design Thinking. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Industri pelayaran menghadapi tantangan dalam mempertahankan loyalitas awak kapal yang berpengaruh besar terhadap kelancaran operasional dan keselamatan kapal. Salah satu faktor utama yang memengaruhi loyalitas awak kapal adalah kebijakan perusahaan dalam memberikan penghargaan dan insentif bagi mereka. Penelitian ini bertujuan untuk merumuskan strategi loyalitas awak kapal di perusahaan pelayaran dengan pendekatan metode Design Thinking yang berfokus pada kebutuhan dan harapan awak kapal sebagai pengguna layanan perusahaan. Melalui tahapan empati, definisi masalah, ideasi, prototyping, dan pengujian, penelitian ini menghasilkan solusi kebijakan Rejoining Bonus, sebuah insentif yang ditawarkan kepada awak kapal yang kembali bekerja setelah masa kontrak berakhir, guna meningkatkan retensi dan loyalitas mereka terhadap perusahaan. Hasil penelitian ini menunjukkan bahwa penerapan kebijakan Rejoining Bonus dapat meningkatkan motivasi awak kapal untuk tetap bekerja di perusahaan pelayaran dalam jangka panjang, sekaligus mengurangi turnover yang dapat mengganggu kelancaran operasional kapal. Penelitian ini memberikan kontribusi dalam pengembangan kebijakan sumber daya manusia di sektor perkapalan, khususnya terkait dengan loyalitas awak kapal dan strategi retensi dalam perusahaan pelayaran. Kata kunci: loyalitas awak kapal, perusahaan pelayaran, Design Thinking, rejoining bonus, strategi retensi. Abstract The shipping industry faces challenges in maintaining the loyalty of ship crews, which significantly impacts operational efficiency and ship safety. One of the key factors influencing crew loyalty is the company's policy in providing rewards and incentives for them. This study aims to formulate a crew loyalty strategy in shipping companies using the Design Thinking approach, focusing on the needs and expectations of the crew as the end users of the company's services. Through the stages of empathy, problem definition, ideation, prototyping, and testing, this research resulted in a solution in the form of a Rejoining Bonus policy, an incentive offered to crew members who return to work after the completion of their contracts, to improve retention and loyalty. The findings indicate that implementing the Rejoining Bonus policy can enhance crew motivation to remain with the shipping company in the long term, while also reducing turnover that could disrupt the operational continuity of ships. This study contributes to the development of human resource policies in the maritime sector, particularly in regard to crew loyalty and retention strategies within shipping companies. Keywords: crew loyalty, shipping companies, Design Thinking, rejoining bonus, retention strategy

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	loyalitas awak kapal, perusahaan pelayaran, Design Thinking, rejoining bonus, strategi retensi.
Subjects:	Management > Human Resource Management Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Nura Anggraini
Date Deposited:	28 Feb 2025 09:47
Last Modified:	28 Feb 2025 09:47
URI:	https://repository.bakrie.ac.id/id/eprint/11375

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