EVALUATION OF THE “LIFE AT ASDP” PROGRAM USING THE CIPP MODEL (CONTEXT, INPUT, PROCESS, PRODUCT) AT PT ASDP INDONESIA FERRY (PERSERO)

Abstract

Amid rapid digital transformation, social media has become a new space for companies to build closeness with their employees, one example being an internal communication program such as “Life at ASDP.” This study evaluates the program at PT ASDP Indonesia Ferry (Persero) using the CIPP Model (Context, Input, Process, Product), covering the program’s alignment with organizational needs, resource readiness, implementation consistency, and its impact on employee work engagement. A descriptive-evaluative qualitative case study approach was applied. Data were collected through in-depth interviews, non-participant observation, and documentation involving five purposively selected informants, then analyzed through data reduction, data display, conclusion drawing, and source triangulation. The findings show that the program was established to meet a genuine organizational need for inclusive internal communication, although its socialization has not yet reached all employees evenly. The management team’s competence and content-production facilities are adequate, but human resource capacity remains limited and no formal mechanism exists for employees to propose content. Implementation consistency is also low due to the absence of a standardized schedule and divisional rotation, so the benefits of increased motivation, pride, and emotional attachment are felt only by actively engaged employees. The study concludes that the “Life at ASDP” program is contextually relevant and provides real benefits for actively engaged employees, but still requires strengthened socialization, management capacity, and participation mechanisms so its benefits can be felt evenly by all employees.