ANALISIS PENILAIAN KINERJA PERUSAHAAN DENGAN PENDEKATAN BALANCED SCORECARD PADA PT ASDP INDONESIA FERRY (PERSERO)

KESYA SHALUNA NASYWA. Analysis of Company Performance Assessment Using the Balanced Scorecard Approach at PT ASDP Indonesia Ferry (Persero). Supervised by MARINA and KALFAJRIN KURNIAJI.
Company performance assessment is a crucial element in ensuring the achievement of strategic goals and the sustainability of organizational operations. PT ASDP Indonesia Ferry (Persero), as a provider of inter-island ferry transportation services in Indonesia, faces challenges in maintaining optimal performance amid industry dynamics and increasing customer demands. This study aims to analyze the performance of PT ASDP Indonesia Ferry (Persero) using the Balanced Scorecard approach, which encompasses four perspectives: financial, customer, internal process, and learning and growth. This research employs a qualitative descriptive approach, utilizing primary data through observations and interviews, as well as secondary data in the form of unit work Key Performance Indicators (Key Performance Indicatorss) over the past four years. The analysis results show that the implementation of Balanced Scorecard effectively identifies the strengths and weaknesses of the company’s performance comprehensively, particularly in improving operational efficiency, customer satisfaction, and human resource development. This study also provides strategic recommendations to assist management in formulating policies to enhance the company’s competitiveness sustainably. Thus, the Balanced Scorecard approach serves not only as an evaluation tool but also as a strategic guide in aligning the company’s vision, mission, and strategy with operational execution across all work units.
Keywords: Balanced Scorecard, company performance, Key Performance Indicators, PT ASDP Indonesia Ferry (Persero), strategy.