ANALISIS PENERAPAN STANDAR OPERASIONAL PROSEDUR (SOP) TERKAIT JOB DESCRIPTION TERHADAP KINERJA KARYAWAN MARKETING PADA PT. GAJAH MADA SUKSES TRITUNGGAL

This study aims to evaluate the implementation of Standard Operating Procedures (SOP) related to job description and analyze their impact on marketing employee performance at PT Gajah Mada Sukses Tritunggal. The research method used is descriptive qualitative with a phenomenological approach. Data collection was conducted through in-depth interviews with four informants (vice Directo, HRD, and two marketing employees), participatory observation, and documentation of sales reports and operational data for the June-August 2025 period. Data analysis used the Miles and Huberman interactive model including data reduction, data presentation, and conclusion drawing. The results show that the implementation of SOP job descriptions has not been consistent because they are delivered verbally without written documentation accessible to employees. There is a significant discrepancy between formal job descriptions and actual tasks, where marketing employees must handle additional tasks such as live selling (4 hours/day), product packing, and CFD not listed in the initial contract. This discrepancy is caused by three main factors: limited human resources, unclear boundaries of tasks between divisions, and an organizational culture that prioritizes flexibility over standardization. The impact on performance is seen in three dimensions: (1) work quality decreases because strategic activities are neglected, (2) sales quantity decreases 41.96% from Rp71,685,825 (June) to Rp41,649,996 (August), and (3) work effectiveness is low despite 88.9% of employees experiencing heavy workloads. This study concludes that inconsistent job description SOPs that do not match work reality have a significant negative impact on marketing employee performance.