ANALYSIS OF PERSPECTIVES ON THE IMPLEMENTATION OF WORK-LIFE BALANCE IN ENHANCING EMPLOYEE LOYALTY AT THE MSME MEDIA CREATIVE (LET'S GRADUATE)" IN SAMARINDA ULU DISTRICT, SAMARINDA CITY

Abstract

The implementation of the work-life balance concept in the workplace has become a strategic approach to enhancing employee loyalty, particularly in the creative SME sector. This study aims to analyze the perspective on the application of work-life balance in increasing employee loyalty at the creative media SME "Let's Graduate" in Samarinda City. The research employed a qualitative approach through in-depth interviews with several employees as key informants.The findings indicate that flexible working hours, support for personal development, and a culture of open communication significantly influence employee loyalty. Employees feel valued as individuals and as part of the team, contributing to increased productivity and job satisfaction. However, challenges remain, particularly in creative roles that often require working beyond regular hours.The study concludes that the implementation of work-life balance at "Let's Graduate" is effective in enhancing employee loyalty. To sustain these positive impacts, the company is recommended to develop adaptive policies that support the balance between work and personal life, especially in managing work-related pressures in the creative sector.