PENERAPAN POLA KOMUNIKASI ORGANISASI DALAM MEMBANGUN LOYALITAS KARYAWAN (Studi Kasus di Mitra Usaha AHASS Sengkaling)

This study aims to analyze the implementation of organizational communication patterns in building employee loyalty at AHASS Sengkaling Motor. It employs a descriptive qualitative approach using observation, in-depth interviews, and documentation with seven research subjects. Data validity was ensured through source triangulation. The findings show that the communication pattern applied is hybrid, combining the wheel pattern in formal communication, which is centralized on the leader, and the all-channel pattern in informal communication, which is open among employees. The use of an operational application system also enhances communication efficiency without replacing interpersonal interaction. Employee loyalty is reflected in obedience, responsibility, dedication, and honesty, which are shaped through structured communication, openness, and a clear work system. These findings confirm that the integration of formal, informal, and technology-based communication effectively creates a conducive work environment and strengthens employee loyalty.