Improving Hr Performance Based on Job Satisfaction Analysis Using Importance Performance Analysis at Pt. Xyz

The creative industry in Indonesia faces high turnover and burnout, particularly among Generation Z workers. This study analyzes job satisfaction at PT. XYZ, a creative agency in Jakarta, using Importance-Performance Analysis (IPA). Five creative-division employees who met predefined purposive-sampling criteria rated fourteen attributes, including workload, compensation, company policy, and supervisor support, on a 5-point Likert scale; demographics, standard deviations, and instrument validity and reliability are reported. Mean Importance (Y = 4.46) exceeded mean Performance (X = 3.99), and all fourteen attributes showed negative gaps (−0.20 to −1.20). With grand-mean cutoffs, Workload and Compensation fell into Quadrant I (Concentrate Here) with the largest gaps (−1.20 and −1.00); Quality of Work, Knowledge of Job, Interpersonal Relations, Performance, and Supervisor fell into Quadrant II; six attributes fell into Quadrant III and Judgement into Quadrant IV. A sensitivity analysis confirmed Workload and Compensation as Quadrant I under a median cutoff, while the placement of the other attributes depended on the cutoff. Management should prioritize workload and compensation, then formalize SOPs to address Dependability and Initiative and Resourcefulness. Findings are exploratory given the five respondents.