STRATEGI INTERNAL COMMUNICATION PT. BLUE BIRD TBK DALAM MEMPERTAHANKAN MOTIVASI KERJA PENGEMUDI

Abstract

The existence of online taxi has negative effect to the income of conventional taxi drivers. This condition has decreased the motivation of conventional taxi drivers. The purpose of this research is to know the internal communications strategy of PT. Blue Bird Tbk in maintaining the work motivation of the drives. The formulation of this research problem is how internal communications strategy of PT. Blue Bird Tbk in maintaining the work motivation of the drivers? The method used in this research is descriptive with qualitative approach. The theory used in this research is Abraham Maslow Needs Theory. Data collection techniques are conducted through semistructure interview, observation, documentation and literature study. The result of this research is PT. Blue Bird performs internal communications strategies to meet driver needs. Physiological needs include bonuses, THR, boarding house facility. Security needs in the form of insurance, panic buttons, service and daily vehicle checks, social needs given in the form of outing, employee gathering and self actualization needs in the form of English language courses, introduction of new applications, and the need for awards were given by blue bird.

Research conclusion is PT Blue Bird Tbk has tried to fullfill all drivers needs. Practical suggestion of this research PT. Blue Bird Tbk can try others programs such as can hold family gathering, outing, entrepreneurship training for driver's wives.