Organizational Culture Influence on Employee Loyalty in the Urban Creative Industry

This study examines the effect of organizational culture on employee loyalty in creative industry companies in Tangerang, Banten. Using a quantitative survey of 180 employees and multiple linear regression analysis, the results show that organizational culture significantly and positively influences loyalty, with clan and adhocracy dimensions having the strongest impact compared to market and hierarchy. These findings highlight the importance of collaborative, innovative, and adaptive cultures in fostering employee commitment and retention. The study contributes theoretically to human resource management research and practically offers recommendations for managers to design cultures that enhance loyalty.